Omnicom Media has announced a new partnership with Netflix aimed at reshaping how advertising integrates into streaming, combining audience data, AI and creative technology to make ads feel native to the content itself.

The collaboration brings together Acxiom’s audience intelligence, Omnicom’s Omni operating platform, and Omnicom Production’s AI-driven creative tools with Netflix’s Ads Suite, enabling more contextually relevant advertising within shows and films rather than standalone breaks.

At the core of the offering is Omnicom Production’s digital twin technology and generative AI, which let brands embed their assets into the visual and narrative style of the content they’re advertising alongside. The partnership also includes closed-loop measurement, allowing advertisers to track performance across audiences, creative variations and specific programming. The product is already live in the US, with global expansion planned by year-end.

Alissa Hansen, CEO of Omnicom Production, said the industry has long placed ads within CTV streaming, but without true contextual relevance – this approach, she said, keeps viewers engaged in the entertainment rather than pulling them out of it.

Catherine Berger, VP of Marketing Transformation at Bimbo Bakeries, said the offering’s strength lies in aligning creative with the viewing environment naturally, while still maintaining speed to market and brand consistency at scale.

Jon Whitticom, VP of Ads Product at Netflix, framed the move as part of reimagining ad performance since launching the Netflix Ads Suite, focused on creative that drives outcomes rather than just attention.

Megan Pagliuca, Chief Product Officer at Omnicom Media, added that combining Acxiom’s data with Netflix’s platform sharpens audience targeting and addresses real market needs – signaling a broader shift toward more integrated, less disruptive streaming advertising.