As it has done many times, Omnicom Media is hitting the Croisette with a series of partnerships and collaborations that it will roll out over the course of Cannes Lions, all with a thematic bent. This year’s theme, as uncovered by research its Intelligence unit conducted (with the help of Omnicom Production), revolves around improving the consumer experience of advertising in streaming and CTV content.
Omnicom Media’s first partnership, to be announced today during Cannes Lions, is with Netflix, which cemented a data-driven deal that involves Acxiom integrating its audience data into Netflix’s ad capabilities to enable more relevant ads to run in Netflix shows, and sometimes even work them into the content.
It’s the first time Omnicom Media and Netflix have struck a partnership, and it’s already up and running in the U.S., with plans to expand the offering internationally by end of year.
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