The last of a series of partnerships and collaborations Omnicom Media rolled out during Cannes Lions 2026 has the media agency network co-developing a dynamic contextual content solution with NBCUniversal that aims to boost creative relevance to viewers watching the media company’s CTV shows.
The partnership pairs audience and performance data from Omnicom’s Acxiom unit with contextual metadata on NBCUniversal’s shows in order to optimize in-flight creative from Omnicom clients, who can dynamically align their ad messages with specific shows, down to the episode level and even moments in the episodes. The goal is to enable a more adaptive and self-optimizing CTV advertising system that helps those clients improve creative performance and relevance throughout their campaigns.
The partnership, according to Omnicom Media, is currently beta testing and should be available in the U.S. by end of 2026.
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