Omnicom Media Group Expands Netflix Tie-Up to Combine Audience Data, AI and Streaming Inventory

Omnicom Media Group has unveiled a partnership with Netflix designed to connect the platform’s ad-supported inventory with Omnicom’s data, AI and content capabilities. Streaming Inventory Moves Closer to Full-Funnel Media Planning The initiative aims to give advertisers more precise audience targeting, planning and measurement tools across Netflix’s growing advertising ecosystem. The move matters because streaming platforms are increasingly positioning themselves as media networks rather than content distributors. As ad-supported viewing grows, agencies are looking for ways to integrate premium video inventory into broader audience-led media strategies rather than treating connected TV as a standalone channel. What It Means for Advertisers The partnership reflects a larger shift underway in global media buying: the convergence of content, commerce, data and AI. Agencies are under pressure to deliver measurable outcomes across fragmented media environments, and premium streaming platforms are becoming important sources of first-party audience signals. For Netflix, the collaboration strengthens its pitch to marketers competing for attention across television, digital video and social platforms. For Omnicom, it creates an opportunity to bring proprietary data and planning tools deeper into premium streaming environments. The India Read The implications extend beyond Netflix. India’s connected TV market is expanding rapidly, while streaming platforms are building stronger advertising businesses. As inventory scales, advertisers will increasingly demand audience-based buying, AI-driven optimisation and unified measurement across screens. This could accelerate the shift of premium video planning away from content-led decisions toward data-led investment models. Our insight The next phase of streaming advertising may not be defined by content libraries alone. It will be defined by which platforms can connect premium attention with measurable audience intelligence.