First-to-market capability brings together Acxiom, Omni, and Rembrand's VISTA platform, with access to premium inventory from major media partners
NEW YORK, Oct. 8, 2026 /PRNewswire/ -- Omnicom Media, an Omnicom (NYSE: OMC) Connected Capability, and in-content advertising platform Rembrand are partnering to bring in-content advertising into the mainstream media mix with a first-to-market capability that enables brands to identify, plan, and activate in-content placements across first-look premium streaming inventory from multiple major media companies.
The partnership provides OM's Content Collective – the group's branded content center of excellence - first-mover access to Rembrand's AI-powered VISTA platform, which scans publisher content to identify scenes that can be monetized by insertion of in-content advertising. Using AcxiomRealID™ and direct integrations with major streamers, brands can identify the most relevant content for a given audience. Pairing this intelligence with Rembrand's VISTA platform, brands unlock a more systematic and scalable way to find relevant programming and activate against those opportunities across participating streaming partners.
Historically, in-content advertising has been managed through bespoke partnerships and individual content integrations. The new capability brings those opportunities into a common planning framework, giving media teams visibility across participating publishers and allowing in-content placements to be considered alongside broader media investments.
The collaboration is rooted in a fundamental shift in consumer behavior. Omnicom Media's recent research, From Tuned Out to Leaned In: How to Combat Ad Avoidance, found that 65% of U.S. consumers avoid advertising to some degree, whether by skipping, scrolling, muting, or ignoring ads. As consumers use subscriptions, apps, AI, and other tools to exert greater control over their media experiences, brands need new ways to reach people without creating another interruption.
Additionally, commissioned research conducted by Omnicom Media's Partner Intelligence team in collaboration with Rembrand evaluated the effectiveness of in-content advertising, finding that, when paired with traditional video ads, perceptions of premium content amplify the performance of ICAs, driving a 5.5 times impact on message recall, and a 4x increase in both purchase intent and perceptions of the brand as premium.
"Our research identified how quickly consumers actively or passively disengage when advertising feels intrusive or overly repetitive," said Megan Pagliuca, Chief Product Officer, Omnicom Media. "To address this, we have launched new capabilities in streaming to address negative reach, improve relevance and measurability of traditional brand experiences, and now we are complementing these with a first of its kind data driven, scalable approach to in-content advertising."
How It Works
The capability connects four stages:
The result is a way to put brands directly into content consumers have chosen to watch, while providing greater visibility into in-content supply across publishers.
"In-content advertising has always offered brands the opportunity to show up within content people have actively chosen to watch," said John Sedlak, Chief Revenue Officer, Rembrand. "Our collaboration with Omnicom Media makes those opportunities easier to identify, plan and activate across premium streaming, bringing a new level of scale and consistency to the category."
Applications range from an automaker placing a new model in relevant programming across a streamer, using Acxiom in-market auto segments to reach shoppers who routinely avoid traditional ads, to a beverage brand appearing in top-indexing summer programming during key seasonal purchase periods. Retail brands can similarly use in-content placements to directly connect exposure to the path to purchase.
Summing up the response to-date from clients who have been briefed on the new capability, Jillian Davis, Director of Marketing Technology for Auto Trader and Kelly Blue Book parent company Cox Automotive said, "We're always eager to leverage new, scalable and organic ways to reach our customers within premium content."
CONTACT: isabelle.gauvry@omc.com
ABOUT OMNICOM MEDIA
Omnicom Media, an Omnicom (NYSE: OMC) Connected Capability, is the world's largest global media management network. Powered by the Omni Intelligence Platform, Omnicom Media agencies leverage $75.6 billion in billings, 47,000+ specialists across 70+ markets, and the industry's most powerful portfolio identity, commerce, and intelligence assets to design dynamic Growth Ecosystems that enable the world's most ambitious businesses to grow faster and smarter. The Omnicom Media portfolio includes global media agency brands OMD, PHD, Initiative, Hearts United and UM; core Omnicom Integrated Media offerings Acxiom, the world's premier identity solution, and the Flywheel end-to-end commerce solution; and specialty services across the cloud consulting, creator, financial, healthcare, and sports & entertainment categories. For more information visit omnicommedia.com
ABOUT REMBRAND
Rembrand is the leading In-Content Advertising platform, using AI to seamlessly integrate brands into video content. The company's technology provides a non-intrusive and engaging advertising experience for viewers while delivering increased brand awareness and improved engagement for advertisers. Rembrand works with a vast network of global content owners and media companies to deliver unparalleled reach and scale for its brand partners. For more info, visit www.rembrand.com.
SOURCE Omnicom Media
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