Netflix (NFLX) shares rose more than 5% on Friday. The stock recorded its largest single-day percentage increase since February. This rally allowed the company to rebound from a recent 52-week low.
Netflix announced a new AI-powered advertising alliance with Omnicom Media Group. The partnership utilizes first-party viewer data to deliver personalized and targeted ad campaigns. Advertisers will gain access to refined audience segments and enhanced measurement tools on the platform's ad-supported tier.
Investors view the deal as a significant move to scale the advertising business. The ad-supported plan drove a majority of new sign-ups in available markets during the first quarter.