Omnicom Media becomes Netflix’s first data collaboration partner for AI-powered ad creatives

Netflix and Omnicom Media announced a new collaboration aimed at improving how Netflix develops ad creative for campaigns on its platform. The announcement positions Omnicom Media as Netflix’s first data collaboration partner, indicating an early step in how Netflix plans to use external data capabilities alongside its own artificial intelligence tools for advertising.

Under the terms described publicly, Omnicom Media’s Connected Capability within Omnicom (including its Media Group) will contribute audience intelligence associated with Acxiom. Acxiom, widely used in advertising analytics, refers to the data and measurement capabilities that help advertisers and publishers understand audiences and tailor messaging more effectively.

Netflix said the collaboration is intended to pair Omnicom’s audience insights with Netflix’s AI-powered advertising creative efforts. In practical terms, the companies are combining an external layer of audience understanding with an internal layer of machine-generated or machine-assisted creative production, with the goal of producing ads that better match viewer characteristics and campaign objectives.

The announcement comes from the advertising side of Netflix’s business, which has been increasingly tied to data, targeting, and measurement as streaming matures into a major digital media channel. By adding Omnicom as a dedicated data collaboration partner, Netflix is effectively formalizing its relationships with one of the biggest advertising holding and media services groups, rather than relying solely on broader industry partnerships.

Omnicom Media’s role in the collaboration is framed as a first-mover step. Being named “first” implies Netflix has selected Omnicom Media for an initial, data-focused relationship, though the companies did not provide additional detail in the announcement about whether other data partners are planned or on what timeline.

The companies did not disclose specific performance metrics such as expected lift in click-through rates, conversion, viewability, or incremental revenue. They also did not specify what data elements from Acxiom would be used, how that data is governed, or how privacy and consent requirements are handled in the creative workflow.

The lack of granular disclosure matters because AI-driven ad creative can depend heavily on data inputs and measurement design. Without details on the data pipeline, testing methodology, and the evaluation approach, it is difficult to determine how different this effort is from broader “data-to-creative” advertising practices already used across digital platforms.

For viewers and advertisers, the next question is how quickly this collaboration translates into campaigns at scale and whether Netflix shares any results or case studies. Monitoring future Netflix advertising updates and Omnicom announcements can help clarify the rollout, partner scope, and the kinds of creative formats or ad products that are included.