Omnicom Media has become Netflix's first data collaboration partner for AI-powered ad creatives, the companies announced at Cannes Lions on June 22, 2026. The deal layers Omnicom's Acxiom audience intelligence into Netflix's ad technology, letting brands build multiple iterations of a single ad that shift to fit the show, film, or member viewing habit. For creative teams, that means ads can be produced at scale while still feeling native to the content a viewer has already chosen.
How the AI-personalized ads are built
Omnicom supplies advertiser-defined Acxiom audience segments along with a brand brief. Netflix then runs those segments through its proprietary AI engines and large language model technology to match relevant Netflix titles with creative assets from the Omnicom Production content engine. The output is an ad that blends into the viewing moment, and brands can generate many variations without rebuilding creative from scratch. The capability launches for Omnicom Media clients in the US and will roll out to additional countries by year end.
Why relevance outperforms interruption
"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."
The partnership reflects findings from Omnicom's Connected Content research, which found viewers respond more positively to ads that align with the content they're actively watching, and that feel additive rather than interruptive. Catherine Berger of Bimbo Bakeries said 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" was what stood out for her team.
Measurement built directly into the campaign
Advertisers get closed-loop first-party measurement that tracks performance across audience segments, ad format variants, and content environments. Jon Whitticom, Vice President of Ads Product at Netflix, said the combination gives brands "creative that doesn't just capture attention - it drives outcomes." The setup aims to make what works visible without extra reporting layers.
Why this matters for creatives
The deal signals that ad creative is no longer a static, one-size-fits-all asset but a dynamic output tailored to specific viewing moments. For creative teams, that shifts the workflow: the brief must carry enough flexibility to let AI remix assets across contexts while preserving brand consistency. Gaining fluency in how these systems generate variants will become a practical necessity. AI for Creatives courses and guides can help creative professionals get comfortable with the tools that will increasingly define ad production at scale.
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