Omnicom Media and Netflix announced a new collaboration that combines Omnicom Media Group’s Acxiom audience intelligence with Netflix’s AI-powered advertising technology.
The collaboration is designed to help brands deliver more engaging and personally relevant advertising experiences on Netflix.
Omnicom Media clients will be able to use Netflix’s AI-enabled ad format, which connects advertiser creative with Netflix shows, films, and entertainment worlds. The offering will use Acxiom insights to create, optimize, and measure campaigns tailored to viewer habits.
The capability reflects findings from Omnicom Media’s Connected Content research, which examines what types of content, creative experiences, and delivery methods drive stronger engagement with audiences.
Under the collaboration, Omnicom Media will provide advertiser-defined Acxiom audience segments and a brand brief. Netflix will then apply those audience segments using its proprietary AI engines and LLM-enabled technology.
The process will combine relevant Netflix titles with assets produced by the Omnicom Production content engine to create personalized ads for Netflix members. The companies said this allows advertisers to appear in ways that feel more natural while building multiple versions of a single ad.
The collaboration will also provide advertisers with closed-loop first-party measurement capabilities to better understand campaign effectiveness and performance across audiences, format variants, and content environments.
The capability will be available to Omnicom Media clients in the U.S. and is expected to roll out to additional countries by the end of the year.
KEY QUOTES:
“Consumers have made it clear that relevance drives engagement, particularly in premium streaming environments where expectations for the viewing experience are exceptionally high. This collaboration with Netflix creates an enhanced framework for how brands can connect audience intelligence with creative transformation in real time. By bringing these capabilities together, we are enabling brands to deliver advertising that feels more connected to the moments in which viewers are already highly engaged.”
Megan Pagliuca, Chief Product Officer at Omnicom Media
“Since launching the Netflix Ads Suite, we’ve been committed to reimagining what advertising performance looks like. By combining Omnicom’s audience planning with Netflix’s AI capabilities, proprietary first-party data, and some of the most popular and beloved shows and movies, we can deliver ads that are as compelling as the titles they surround. For Omnicom clients, this offers creative that doesn’t just capture attention — it drives outcomes. That’s the power of bringing creativity, media, data, and AI together on one service.”
Jon Whitticom, Vice President of Ads Product at Netflix
“As marketers, we are constantly looking for ways to make advertising feel more relevant and additive to the consumer experience. What stood out for us is the ability to align creative with the content environment in a way that feels natural and personalized, while still maintaining speed to market and brand consistency at scale.”
Catherine Berger at Bimbo Bakeries
