The collaboration aims to solve the industry-wide challenge of ad avoidance, which affects 65% of U.S. consumers who skip or ignore traditional commercial breaks. By embedding brands into the content itself, Omnicom Media seeks to bypass the intrusive nature of standard spots. Internal research indicates that this approach, when combined with traditional video advertising, yields a 5.5x increase in message recall and a 4x boost in purchase intent.

The new capability functions through a four-stage process: matching Acxiom audience segments with viewership data, mapping inventory via Rembrand’s VISTA platform, onboarding additional content from streamers, and executing the final placement. This structure provides media teams with visibility across multiple publishers, allowing in-content ads to be managed alongside traditional media investments. Megan Pagliuca, Chief Product Officer at Omnicom Media, noted that the system is designed to improve both measurability and relevance in an era where viewers exert greater control over their media consumption.