Overview
- Omnicom unveiled two streamer-specific partnerships at Cannes Lions this week that pair its Acxiom audience data with Netflix’s AI ad tools and with Disney Advertising plus Innovid sequencing.
- The Netflix collaboration uses Acxiom segments and Netflix’s AI/LLM creative engines to fuse advertiser assets with relevant shows, and it is live for Omnicom clients in the U.S. with wider rollouts planned by year‑end.
- The Disney deal, powered by Innovid, enables session‑level sequential creative across video‑on‑demand and live sports so messages evolve during a single viewing session; that capability is live in the U.S. with EU launches late in 2026 and LATAM to follow.
- Both offerings include closed‑loop first‑party measurement and multi‑party clean‑room connections so advertisers can link audience matches, creative variants and content contexts to campaign outcomes.
- Early Omnicom clients such as Bimbo Bakeries and The Home Depot are running U.S. pilots, signaling a shift toward identity‑based targeting, AI creative tooling and tighter agency‑platform integrations as ad‑supported streaming grows.