Omnicom Group (OMC) unit Omnicom Media and Comcast's (CMCSA) NBCUniversal on Thursday launched Dynamic Contextual Content, a connected TV advertising solution that uses contextual signals and AI to tailor ad creative based on streaming environments and viewer engagement.

The solution combines audience and performance data from Omnicom's Acxiom identity platform with NBCUniversal's contextual signals, enabling brands to adapt creative mid-campaign based on content environment and engagement data, the company said.

The Dynamic Contextual Content solution is currently in beta and is expected to be live in the US by the end of the year, according to the company.

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