Omnicom and NBCUniversal Test Dynamic Advertising That Adapts Streaming Ads to Every Viewing Moment
Omnicom Media and NBCUniversal have introduced Dynamic Contextual Content, a new solution that combines AI, audience intelligence, and contextual signals to personalize advertising in Connected TV. The initiative signals a broader shift toward Dynamic Advertising, where creative assets evolve in real time according to the content consumers are watching, raising new opportunities—and new measurement challenges—for brands, agencies, and publishers.