Omnicom Media Group has become Netflix's first data collaboration partner for AI-powered ad creatives, the companies announced today. The partnership pairs Omnicom's Acxiom audience intelligence with Netflix's AI advertising technology to let brands build personalized ad experiences on the streaming platform. For creative teams, it opens a direct pipeline to produce multiple versions of a single ad that feel native to the shows and films viewers are watching.
The capability is available to Omnicom Media clients in the U.S. immediately, with a rollout to additional countries expected by the end of the year.
How the partnership works
Omnicom Media will provide advertiser-defined Acxiom audience segments and a brand brief. Netflix then applies those segments using its proprietary AI engines and LLM-enabled technology. The system combines relevant Netflix titles with assets produced by the Omnicom Production content engine to generate personalized ads for Netflix members. This approach lets advertisers appear in ways that feel more natural while building multiple versions of a single ad.
A new tool for creative teams
The collaboration draws on Omnicom Media's Connected Content research, which studies what types of content, creative experiences, and delivery methods drive stronger audience engagement. For creatives, this means the chance to align ad creative with the content environment in a way that feels personalized, without sacrificing speed to market or brand consistency. Catherine Berger at Bimbo Bakeries said, "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."
This shift toward AI for Creatives gives teams a direct link between audience data and ad production on a major streaming platform. The AI handles the heavy lifting of matching creative assets to content, but the creative team's role in defining the brand brief and producing the core assets remains central.
Measurement and closed-loop insights
The collaboration also provides advertisers with closed-loop first-party measurement capabilities to better understand campaign effectiveness and performance across audiences, format variants, and content environments. Megan Pagliuca, Chief Product Officer at Omnicom Media, said, "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."
Jon Whitticom, Vice President of Ads Product at Netflix, added, "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."
These measurement tools help brands optimize campaigns, a process increasingly driven by AI for Marketing. The ability to see which versions perform best in different show contexts can inform future creative decisions.
Why this matters for creatives
Creatives now have a clear pathway to produce personalized, scalable ad content for one of the world's largest streaming services. The partnership automates the technical matching of ads to content, freeing creative teams to focus on the brand story and asset quality. Real-time performance data tied to specific content environments gives creatives a feedback loop they can use to sharpen their work. As the ad industry moves toward more addressable, data-informed creative, this collaboration offers a practical model for how AI and human creativity can work together.
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