Omnicom Media has partnered with Netflix as its first data collaboration partner for AI-powered ad creatives, combining Acxiom audience intelligence with Netflix’s advertising technology to create more relevant ads inside streaming content.
Under the collaboration, Omnicom supplies advertiser-defined Acxiom audience segments and a brand brief. Netflix then uses its proprietary AI engines and LLM-enabled tools to blend those insights with relevant titles and creative assets produced by Omnicom Production, including digital twin technology. The result is personalized ad experiences that feel more integrated with the shows and films viewers are watching.
The offering is live in the United States, with international expansion planned by the end of 2026. It also includes closed-loop measurement so advertisers can evaluate performance across audiences, creative variants and programming environments.
Jon Whitticom, Vice President of Ads Product at Netflix, said the partnership allows ads that are “as compelling as the titles they surround.” Megan Pagliuca, Chief Product Officer at Omnicom Media, noted that relevance drives engagement in premium streaming environments and that the collaboration connects audience intelligence with creative transformation in real time.
The partnership reflects broader efforts to make advertising inside streaming feel less interruptive and more contextually relevant.
Source: Omnicom Media / Netflix
