Omnicom Leverages Live Commerce Surge with PayPal & X Partnerships

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Omnicom Media Group is intensifying its live-commerce strategy by forging new partnerships with PayPal and X, signaling a shift in how agencies monetize cultural moments.

The holding company announced at Cannes Lions that it is integrating PayPal and X’s platform capabilities with its proprietary system, Omni. The goal: harness real-time trends and purchasing behavior to fuel campaign performance .

Megan Pagliuca, chief product officer of Omnicom Media Group North America, explained that X serves as “a cultural epicenter” where trending conversations — amplified through API and Trends data — are fused with audience segments to spark creative activations and influencer outreach. These signals feed directly into Omni, guiding influencer discovery and message targeting.

PayPal’s integration layers payment signals onto this system, enabling a closed-loop mechanism: culture-informed placements with immediate purchase attribution. Monique Pintarelli, X’s head of the Americas, described the collaboration as a means for marketers to “take advantage of key moments, conversations and live moments taking place on our platform”.

Omnicom’s Influencer Discovery Agent — its AI-powered influencer-matching platform — now incorporates both cultural trend signals and purchase data. Kevin Blazaitis, president of Creo, notes this unified data framework helps identify micro-community voices with high relevance and impact on consumer engagement.

Inside Omnicom, the response to X’s past brand-safety concerns has been direct. Zaryn Sidhu, SVP of social for North America, explained brand safety measures including keyword-level adjacency controls, third-party verification, and content violation reporting.

As Omnicom deepens integration between cultural data and purchase behavior, agencies are positioned to claim performance accountability for creative-led campaigns. This could further blur lines between media buying and attribution, setting a pattern for next-gen agency models.