By Michael Bürgi • June 24, 2026 •
Ivy Liu
Digiday covers the latest from marketing and media at the annual Cannes Lions International Festival of Creativity. More from the series →
You sit down to watch the premiere of Landman or Tulsa King on Paramount+, and enjoy the show but feel aggravated at seeing the same sponsor spots through several episodes. According to research from Omnicom Media, that aggravation can lead to a negative opinion of that sponsor.
Omnicom Media and Paramount partnered on making sponsor units in the media company’s streaming premieres dynamically adapted to let advertisers tell a sequential story in those ad breaks. It’s the first time Paramount added a dynamic insertion capability to an offering of streaming fixed units it first rolled out at the end of 2025, and has been selling in the upfront marketplace. The two plan to announce the development at Cannes Lions today, and will go live in third quarter in the U.S. and internationally next year.
