Omnicom Media and Netflix announced a partnership that uses audience data and AI to create personalized ads tailored to what viewers are watching, now available to Omnicom clients in the US.

What happened

Omnicom Media and Netflix partnered to combine Omnicom's Acxiom audience intelligence with Netflix's AI-powered advertising technology. Under the collaboration, Omnicom provides advertiser-defined audience segments, and Netflix applies its AI engines to fuse relevant Netflix titles with creative assets to build personalized ads for members. The capability will be available to Omnicom Media clients in the US and will roll out to additional countries by the end of the year.

What to watch

The collaboration includes closed-loop first-party measurement capabilities, allowing advertisers to better understand campaign effectiveness and performance across audiences, format variants, and content environments. A Bimbo Bakeries representative highlighted the ability to align creative with content in a way that feels natural and personalized while maintaining speed to market and brand consistency at scale.