‘Moved that drop dead date’: Omnicom accelerates LiveRamp exit after Publicis deal

May 20, 2026 Presented by Omnicom was already planning to cut LiveRamp loose. Publicis buying it just moved up the date. Before the deal, the plan was to let the contract with LiveRamp run its course until the first quarter of 2028 and walk away. Publicis changed that. The acquisition is expected to close by year end, and when it does, Omnicom CEO John Wren has made clear so does his holdco’s relationship with LiveRamp. Advertisement TOP STORY The Business of AI ‘Moved that drop dead date’: Omnicom accelerates LiveRamp exit after Publicis deal Omnicom’s CEO said it was already walking away from LiveRamp before Publicis wrote the check. Evolving Agencies Agencies are moving closer to supply, and it's reshaping the programmatic middle layer How the rise of ‘containerization’ reflects a broader shift as holding companies seek greater control over infrastructure. OTHER THING TO KNOW There’s more information than ever. We separate the signal from the noise, so you know what to act on. Get 35% off a full year of Digiday+. Offer ends May 29. Instead of experimentation, marketers are testing ideas fast and scaling what’s successful. By prioritizing AI that works alongside marketers, leaders are improving workflows, reducing burnout, ensuring consistency — all while maintaining the human component of their creative. Partner insights from Contentful. With changes to measurement frameworks happening at a record pace, migrating infrastructure is both logistically complex and operationally sensitive. Partner insights from Adjust. MEDIA & PLATFORMS The Business of AI Who owns agentic workflows? Agencies struggle to govern new tools as marketing budgets surge Deciding how AI is used, vetting tools, shaping best practices and how staff are incentivized to use AI tools are still up for debate internally at agencies. Member exclusive Digiday+ Research: The marketers’ 2026 guide to a shifting CTV landscape, including YouTube, Peacock and Roku Digiday+ Research’s fifth annual report analyzes the state of ad-supported streaming and the challenges those companies pose to marketers. Strategizing for the Future U.S. CPG manufacturers are sitting on excess capacity, which could be a boon for brands Keychain’s, CPG Intelligence Report showed that one major theme companies are grappling with is significant overcapacity. A MESSAGE FROM DIRECTV ADVERTISING Welcome to the week-long metaphor for DirecTV For one week in New York, the best of TV comes together in one place. Some call it the upfronts, but we know what they really are. It’s basically a metaphor for what DirecTV does every day. Learn more PARTNER INSIGHTS FROM SPORTRADAR Sports marketing is shifting from media buys to moment-based activation Marketing to sports fans was previously a formulaic process, available only to an exclusive group of top-tier brands. Now, through new technology, any brand can activate campaigns at high-impact sporting moments on the world’s biggest stage. DIGIDAY+ Member exclusive Future of TV Briefing: The upfront is overtaking streaming’s programmatic marketplace This week’s Future of TV Briefing looks at how major TV and streaming ad sellers are seeing upfront deals represent a larger share of their programmatic businesses. PARTNER INSIGHTS FROM AUDIOEYE Accessibility can’t be overlooked as AI builds online experiences faster AI helps build online shopping experiences rapidly, but those experiences don’t work for everyone. The brands that get accessibility right will reach more customers, earn more trust and build digital experiences that hold up. Advertisement PARTNER INSIGHTS FROM NEXXEN How native CTV is capturing the lean-in moment for advertisers The NewFronts made one thing unmistakable: CTV has moved decisively into its performance era. The industry conversation is no longer centered on reach alone, but on which formats can most effectively turn attention into action. ICYMI AI Revenue Generation ‘Identity is the qualifier for AI’: Publicis' $2.2 billion LiveRamp deal is a bet that whoever controls the data owns the AI era Publicis just bought the infrastructure its rivals depend on. Now it has to convince them nothing will change. Zero-click Future The Economist prepares for a two‑track internet: one for humans and one for AI agents The Economist is testing agent-readable versions of content that already sits outside its paywall, as it prepares for “two versions of the web.” Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy