Omnicom Media is now Netflix’s first data collaboration partner for AI-powered ad creatives, marking a significant step in combining artificial intelligence, audience data and streaming entertainment for personalized advertising.
The new partnership combines Omnicom Media Group’s Acxiom audience intelligence with Netflix’s AI-driven advertising technology. The aim is to enable brands to deliver more relevant, engaging and measurable ad experiences to Netflix viewers.
Netflix, Omnicom Media Team Up On AI-Driven Streaming Ads Personalization
Netflix and Omnicom Media have teamed up to use AI to personalize streaming ads. As part of the partnership, Omnicom Media clients will be able to tap into Netflix’s AI-enabled ad formats along with Acxiom audience insights. The tools are designed to help advertisers customize campaigns based on viewer habits, content environments and brand goals.
Instead of building one generic ad for a wide audience, brands will be able to produce many variations of an ad that are more closely tied to the shows, movies and entertainment worlds Netflix members are watching.
It’s a sign of a broader shift in digital advertising: advertisers want less intrusive ads that are more integrated into the content experience.” In premium streaming environments, where viewers expect high-quality entertainment, relevance has become a key factor in ad engagement.
How the AI-Powered Ad Creative System Works
The collaboration will allow Omnicom Media to provide advertiser-defined Acxiom audience segments and a brand brief to Netflix. Netflix will then use its proprietary AI engines and large language model-enabled technology to combine those audience signals with relevant Netflix titles and brand assets.
Those creative assets can be produced through Omnicom’s content engine and transformed into personalized ad variations for different viewer segments.
This could make it easier for advertisers to scale creative campaigns without sacrificing brand consistency. It also gives marketers more flexibility to adapt campaigns to different audiences and content environments.
Why It Matters for AI in Advertising
The Netflix and Omnicom Media partnership shows how AI is becoming more entrenched in the advertising supply chain. In the past, AI was mainly used for targeting or measurement. However, it is now moving into creative development, campaign optimization, personalization, and performance analysis.
For streaming services, AI-powered creative tools could help make ads feel more native to the viewing experience. Meanwhile, advertisers can use the technology to unite media planning, audience intelligence, content, and creative execution in one workflow.
The move also highlights the growing importance of first-party data. As advertisers face more privacy restrictions and signal loss across the open web, streaming platforms with logged-in audiences and direct viewer relationships are becoming more valuable advertising environments.
Closed-Loop Measurement for Advertisers
Beyond personalization, the partnership will also give advertisers access to closed-loop first-party measurement capabilities. This means brands can better understand how different campaign versions perform across audiences, creative formats, and content environments.
For marketers, this could improve decision-making around which creative messages work best, which audience segments respond most strongly, and how ads perform inside different streaming contexts.
Availability
The new capability will first be available to Omnicom Media clients in the United States. Omnicom Media said the rollout is expected to expand to additional countries by the end of the year.
The Bigger Picture
Netflix has been building its advertising business. This comes as streaming platforms compete for brand budgets. By partnering with Omnicom Media, Netflix is positioning AI-powered ad creatives as a new growth tool. These ads could become more personalized, measurable, and effective.
In the advertising industry, this partnership sends another signal. AI-generated and AI-assisted creative workflows are moving from pilots to mainstream media buying.
More brands now want stronger engagement without interrupting the viewer experience. As a result, AI-powered creative personalization could shape the future of streaming advertising.
