Omnicom Media, part of Omnicom, has announced a new collaboration with Netflix to enhance advertising personalization using AI-driven audience intelligence and advanced ad technology. The partnership integrates Omnicom’s Acxiom audience insights with Netflix’s AI-enabled advertising suite to help brands deliver more relevant and engaging ad experiences within the streaming platform.
Omnicom Media and Netflix are collaborating on AI-powered advertising solutions.
The partnership combines Acxiom audience intelligence with Netflix ad technology.
Ads will be personalized using Netflix AI and LLM-driven creative systems.
Campaigns will align ads with Netflix shows, films, and viewing contexts.
The system enables closed-loop first-party measurement for advertisers.
Rollout begins in the US with global expansion planned later.
The collaboration aims to improve how brands connect with audiences in premium streaming environments by combining audience intelligence with AI-driven creative execution. Advertisers will be able to use Netflix’s AI-enabled ad formats, which integrate brand creative with content from Netflix’s catalog of shows and films.
By leveraging Omnicom’s Acxiom audience segments, brands can tailor advertising experiences based on viewer behavior, preferences and engagement patterns, ensuring that ads are more aligned with what users are actively watching.
Under the partnership, advertisers will provide audience segments and brand briefs through Omnicom Media. Netflix will then apply its proprietary AI systems to merge these inputs with relevant content environments, creating highly contextualized and dynamic ad variations.
This approach allows advertisers to generate multiple iterations of a single campaign, improving creative flexibility while maintaining brand consistency at scale.
"Consumers have made it clear that relevance drives engagement, particularly in premium streaming environments where expectations for the viewing experience are exceptionally high," said Megan Pagliuca, Chief Product Officer at Omnicom Media. "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."
Netflix’s AI-powered advertising system enables brands to align ad creative directly with the shows, films and content worlds that viewers are engaging with. This integration is designed to make ads feel more natural and less intrusive, improving engagement rates in streaming environments.
The use of Omnicom’s production capabilities alongside Netflix’s AI systems allows for rapid creative adaptation and delivery across multiple audience segments and content contexts.
"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," said Jon Whitticom, Vice President of Ads Product at Netflix.
The collaboration also introduces closed-loop first-party measurement capabilities, enabling advertisers to evaluate campaign performance across audience segments, creative variations and content environments.
This data-driven feedback loop is designed to improve optimization, allowing brands to better understand how different ad formats and placements influence engagement and conversion outcomes.
The partnership reflects a broader shift in the advertising industry toward contextual, AI-enhanced personalization, particularly in premium streaming environments where user attention and engagement are highly valuable.
Insights from Omnicom Media’s Connected Content research indicate that consumers respond more positively to advertising that feels integrated with the content they are actively choosing to watch, rather than interruptive formats.
The new advertising capabilities will initially be available to Omnicom Media clients in the United States, with plans to expand into additional international markets by the end of the year. The collaboration is expected to enhance how brands leverage streaming platforms for targeted, AI-driven marketing campaigns.
Omnicom Media, an Omnicom Connected Capability, is the world's largest global media management network. Powered by the Omni Intelligence Platform, Omnicom Media agencies leverage $75.6 billion in billings, 40,000+ specialists across 70+ markets, and the industry's most powerful portfolio identity, commerce, and intelligence assets to design dynamic Growth Ecosystems that enable the world's most ambitious businesses to grow faster and smarter. The Omnicom Media portfolio includes global media agency brands OMD, Initiative, PHD, UM, Hearts & Science, and Mediahub; core Omnicom Integrated Media offerings Acxiom, the world's premier identity solution, and the Flywheel digital commerce practice; and specialty services across the cloud consulting, creator, financial, healthcare, and sports & entertainment categories.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.