Netflix and Omnicom Integrate AI to Personalize Streaming Advertising
The evolution of advertising on Connected TV continues to accelerate. Omnicom Media Group announced a strategic alliance with Netflix to incorporate an advanced segmentation system that combines audience intelligence with artificial intelligence, allowing for the development of more personalized advertising campaigns within the streaming platform.
The collaboration makes Omnicom Media the first Netflix data partner for the development of AI-driven advertising creatives. The initiative integrates the capabilities of Acxiom, Omnicom's audience intelligence platform, with advertising technology developed by Netflix to adapt each ad to the viewing context and user interests.
How the new system will work
The model starts with audience information defined by advertisers through Acxiom, along with a campaign brief. Based on this data, Netflix uses its artificial intelligence engines and language models to link the brand's creative with relevant movies, series, and content within its catalog.
The result is multiple versions of the same campaign, adapted to different audience segments and designed to integrate more naturally with the viewing experience. In addition to generating personalized ads, the system will allow for optimizing and measuring campaign performance considering variables such as audiences, formats, and the context of the consumed content.
Personalization and measurement with proprietary data
Another central component of the alliance is the incorporation of measurement capabilities based on proprietary data. Advertisers will be able to access performance metrics through a closed-loop measurement model, which will facilitate evaluating the impact of campaigns on different audience segments and optimizing future strategies.
According to Omnicom Media, consumers show more willingness towards advertising when it is relevant to the content they are watching and is perceived as part of the experience, rather than an interruption.
A move aligned with the evolution of Netflix's advertising business
The alliance comes at a time when Netflix continues to strengthen its advertising ecosystem. During its Upfront 2026, the platform reported that its ad-supported plan already exceeds 250 million monthly active viewers globally and announced new AI-powered tools to facilitate the planning, purchasing, and optimization of advertising campaigns. These include automatic adaptation of creatives for different formats and new personalization capabilities within the platform.
The new collaboration with Omnicom represents an additional step in this strategy, by incorporating external audience intelligence to enrich ad personalization.
From next+'s perspective, streaming advertising continues to evolve towards models where data, artificial intelligence, and creativity work in an integrated manner. In this context, segmentation no longer relies solely on demographic variables but incorporates behavioral signals, consumption context, and content affinity.
For advertisers and agencies, this type of development opens the door to more relevant and measurable campaigns within premium environments such as Connected TV. At the same time, it raises expectations about the platforms' ability to offer less intrusive advertising experiences and better business results.
The next stage of CTV will no longer be determined solely by available inventory. The real difference will be in the ability to convert data into advertising experiences that generate a greater connection between brands and their audiences.