Omnicom Media announces at Cannes Lions a first-time data collaboration with Netflix aimed at improving advertising. The deal integrates Acxiom audience data into Netflix’s advertising capabilities, with the goal of enabling more relevant ad delivery. According to the companies, the partnership can be used not only for targeted ads but also, in some cases, to align advertising with Netflix content—potentially incorporating ads into the viewing experience. The announcement positions the collaboration as part of a broader series of partnerships Omnicom Media is highlighting at Cannes, focusing on connecting brand content to streaming programming and audience expectations.
Both outlets describe Omnicom Media as working with Netflix and Acxiom data to support “AI-powered” ad creative and to enhance how ads reach viewers. The companies frame the initiative as leveraging first-party and audience information within Netflix’s advertising tools, rather than changing Netflix’s core content offering. The arrangement reflects an effort by major media agencies to deepen integration between data, creative development, and streaming ad products.
