Omnicom Media and Netflix announced a collaboration on June 23 that makes Omnicom the first data collaboration partner for AI-powered ad creatives on the streaming service. The deal lets brands tailor ads to individual viewing habits using first-party data and AI, marking a shift in how streaming advertising is produced and measured.
How the partnership works
Omnicom will supply advertiser-defined Acxiom audience segments and a brand brief to start the creative process. Netflix then applies its proprietary AI engines and large language model technology to match relevant Netflix titles with creative assets produced by Omnicom's production engine. The result is a set of tailored advertisements that feel native to the content, with multiple iterations possible across different audience segments.
Personalization and measurement in one package
The initiative responds to consumer demand for ad experiences that feel additive rather than interruptive in premium streaming environments. Advertisers gain closed-loop first-party measurement, letting them track campaign effectiveness across different audiences, format variants, and content environments. For brands facing a fragmented media environment, access to Netflix's scale and first-party data changes how streaming ads can be executed and measured.
The broader industry shift
The collaboration reflects a wider movement to combine publisher-side data with agency-side audience intelligence, using AI as the connective layer. This shift points to the growing role of AI for creatives in advertising. As streaming ad inventory grows more competitive, partnerships that offer measurable personalization at scale are likely to attract significant advertiser spending through the rest of 2026.
Why this matters for creatives
For creative teams, the partnership signals that ad production is moving toward AI-assisted iteration. Instead of crafting one ad for a broad audience, creatives will increasingly design assets that an AI system can remix across dozens of viewer segments. Understanding how to feed these systems with the right brand brief and visual elements will become a core skill. The deal also means that first-party data and audience intelligence will increasingly guide creative decisions, pushing creative and data teams to work more closely together.
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