Omnicom Media (NYSE: OMC) and Netflix announced a data collaboration that combines Omnicom's Acxiom audience intelligence with Netflix's AI-powered advertising technology to deliver personalized ads to Netflix viewers.

Under the agreement, Omnicom Media will supply advertiser-defined Acxiom audience segments alongside a brand brief. Netflix then applies those segments using its AI engines and large language model technology to match relevant Netflix titles with creative assets produced by Omnicom's production unit, generating multiple iterations of a single ad.

The collaboration also includes closed-loop first-party measurement tools designed to help advertisers assess campaign effectiveness across audience segments, format variants, and content environments.

"By combining Omnicom's audience planning with Netflix's AI capabilities, proprietary first-party data, and some of the most popular and beloved shows and movies, we can deliver ads that are as compelling as the titles they surround," said Jon Whitticom, Vice President of Ads Product at Netflix.

Megan Pagliuca, Chief Product Officer at Omnicom Media, said the collaboration "creates an enhanced framework for how brands can connect audience intelligence with creative transformation in real time."

Bimbo Bakeries is among the early clients. Catherine Berger of the company noted the appeal of aligning creative with content environments "in a way that feels natural and personalized, while still maintaining speed to market and brand consistency at scale."

The capability will initially be available to Omnicom Media clients in the United States, with a rollout to additional countries planned before the end of the year. The announcement was made at the Cannes Lions advertising festival.