Omnicom has secured a partnership with Netflix to enable it to provide advertisers with more relevant advertising within the streaming giant.
The arrangement, announced on the first day of Cannes Lions, will combine Acxiom’s audience intelligence, Omni’s operating platform and Omnicom Production’s AI‑powered creative capabilities with the Netflix Ads Suite.
Omnicom says the partnership will enable advertisers to seamlessly integrate brand assets into the look and feel of the shows and films audiences are watching, while closed‑loop measurement evaluates performance across audiences, creative executions and programming.
The new features are already active in the US with plans to roll it out in other markets this year.
“There’s been placements in CTV streaming for quite some time, but what there hasn’t been is relevant contextual content to feed those spaces and places. We are no longer breaking the bubble. We’re keeping them engaged in the entertainment experience, and they’re now starting to digest the content as well as the advertising within sort of that same breath.” Omnicom Production CEO Alissa Hansen said.
Netflix VP pf ads product Jon Whitticom said that Netflix can produce advertising as compelling as the programs they sit around. When it first launched its advertising tier, the aim was to produce ads that closely matched its shows, creating a more premium viewer experience.
“Since launching the Netflix Ads Suite, we’ve been committed to reimagining what advertising performance looks like,” Whitticom said. “For Omnicom clients, this offers creative that doesn’t just capture attention — it drives outcomes. That’s the power of bringing creativity, media, data, and AI together on one service.”
For Bimbo Bakeries marketing transformation lead, Catherine Berger, the ability to align creative with a content environment in a way that “feels natural and personalised” is a stand out feature of the new partnership and the tech that underpins it.
