LAS VEGAS – At CES 2026, Megan Pagliuca, Chief Product Officer at Omnicom Media Group, outlined how the agency is responding to fundamental shifts in how consumers discover information, shop and engage with media. Tightly linking live content, AI-powered search signals, influencer marketing and retail media into a single, measurable system is essential.
Speaking with Beet.TV contributor David Kaplan, Pagliuca said Omnicom’s product strategy has focused on identifying major consumer and marketplace changes and then co-developing solutions with the largest platforms and publishers to address those shifts at scale.
Live TV meets programmatic accountability
One of the clearest examples is live television. After focusing on live media as a strategic priority in 2025, Omnicom worked with Disney to enable programmatic buying within live TV environments. The approach allows advertisers to bid on live inventory while also receiving signals tied to high-attention moments, such as specific plays in live sports.
The goal, Pagliuca said, is to combine “the addressability of programmatic and the accountability of programmatic, but the power of live,” giving brands greater precision and measurement in traditionally hard-to-measure live broadcasts.
A similar focus on accountability shaped Omnicom’s work with Amazon, where the agency developed a longer customer lifetime value lookback for “Thursday Night Football,” allowing advertisers to better understand the downstream impact of live sports exposure.
AI reshapes search and discovery
Search behavior is another area undergoing rapid change, Pagliuca said, as consumers move from typing keywords to asking full questions. At CES, Omnicom announced a new collaboration with Google to address that shift.
The companies co-developed a consumer prompt insights agent that analyzes question-based searches inside Gemini, categorizing them by funnel stage. Those insights can be applied across paid search and influencer marketing, improving both media efficiency and content relevance.
By aligning campaigns more closely with consumer prompts and intent signals, Pagliuca said, brands can improve discoverability within AI-powered search experiences, including Gemini and AI-generated overviews.
Broader view of live reach and frequency
On the live measurement front, Omnicom also unveiled a new capability at CES with Roku and Amazon. The integration brings Roku viewership data into Amazon’s clean room, building on Omnicom’s Omni viewership framework developed with VideoAmp.
The result is a more holistic view of reach and frequency across linear TV, connected TV and Amazon’s live and on-demand inventory, with the ability to connect exposure to sales outcomes using either Amazon data or advertisers’ own first-party data.
Influencers and shopping converge
Pagliuca also highlighted new moves in commerce and influencer marketing. A CES-week announcement with Pinterest integrates Pinterest data into Omnicom’s Creo influencer tools, allowing planners to see which creators are active on Pinterest and to use trend data to inform content strategy. The partnership also includes shoppable boards, enabling direct purchases and sales measurement, with Home Depot as an early pilot partner.
Retail media plays a growing role as well. Omnicom announced a collaboration with Meta and Walmart that brings Walmart purchase insights into Meta’s platform. Those signals can be used to inform influencer discovery based on actual buyer behavior, rather than surface-level metrics such as follower counts.
“That audience that purchased this product at Walmart — who were they following?” Pagliuca said, describing how the integration changes both influencer selection and performance measurement.
Taken together, the CES announcements underscore Omnicom Media Group’s push to collapse traditional silos between live TV, digital, influencer and retail media. The strategy relies on AI, data clean rooms and commerce signals to give advertisers clearer insight into how attention translates into outcomes across the modern media landscape.
You’re watching Beet.TV coverage from CES 2026. For more videos from this series, please visit this page.
