Charbel Chaaya’s Post

With Netflix launching its own ad tech, the landscape of digital advertising is set for a seismic shift. Netflix's recent launch of its own ad tech platform marks a pivotal moment in the evolution of digital advertising, particularly within the realm of CTV advertising. With a rapidly expanding ad-supported viewership now reaching 40mn monthly active users worldwide, Netflix emerges as a formidable advertising platform offering access to a highly engaged audience. This strategic move underscores Netflix's dedication to improving the advertising experience, providing advertisers with enhanced control and transparency. Additionally, Netflix's expansion into live events and sports programming aims to further drive engagement, offering advertisers real-time connection opportunities. These initiatives solidify Netflix's position as a major player in CTV advertising, promising impactful results for advertisers. In future, Netflix opening up to more DSPs will make traditional TV broadcasters lean into programmatic quicker. Exciting times ahead! #CTVAdvertising #adTech #Programmatic

Netflix is the latest titan to recognize the value of programmatic advertising with the announcement of its strategy to distribute unsold OTT/CTV ad space across several different providers. The Trade Desk, Google DV360, Magnite are cited as the next batch of providers. Up until now, CTV media buyers had to go through Microsoft Xandr DSP or book with Netflix publisher-direct. It reminds me of the moment when Lamar Advertising Company took the same bold step to ensure their unsold space was programmatically available in top notch, third party SSP platforms like Place Exchange and others. It’s a rite of passage. Expanding the surface area of buy-side and sell-side platforms unlocks massive revenue dollars, when done right. Some of the smartest people in the world of business work at Netflix. This is proof of that. Many hands make light work! This layers on a new dimension for marketers when they say that they can now “Netflix and Chilll”. 📺😎👏🏼 #programmaticadvertising #ctv #innovation #followthemoney https://lnkd.in/gJU9ytZi

Netflix is making major moves in the ad tech space, showcasing its growth and future plans during its upfront presentation. Here’s what you need to know: 🌟 Ad-Supported Growth: - Netflix's ad-supported plan now boasts 40 million monthly active users globally, up from 23 million in January! 📈 🛠️ New Ad Tech Platform: - Netflix will launch its own proprietary ad tech platform by next year, starting tests in Canada and aiming for a US rollout by Q2 2025, with global availability by the end of 2025. 🌐 🤝 Expanded Partnerships: - Collaborating with The Trade Desk, Google’s DV360, Magnite, and Microsoft to enhance programmatic advertising options. 📊 Enhanced Measurement: - New partnerships with iSpot and TVision, along with existing collaborations with Nielsen, EDO, DoubleVerify, and Integral Ad Science, promise better ad measurement and targeting. 🏈 Live Sports Programming: - Netflix will stream Christmas Day NFL games for the next three years and will be the home of WWE Raw starting in 2025, adding exciting live sports to its lineup. Netflix is determined to prove its value as a premium ad channel, offering more control, transparency, and engagement opportunities for advertisers. Stay tuned as Netflix continues to innovate and expand in the ad tech arena! 🎬💫 📰 Article: https://bit.ly/4aCCEYG #Netflix #AdTech #Advertising #Streaming #Innovation #LiveSports #Marketing #DigitalAds

"...The Trade Desk, Google’s DV360 and Magnite will join Microsoft as Netflix’s main programmatic partners." "...Netflix unveiled new partnerships with iSpot and TVision, which are similar to partnerships with Kantar, Cint and NCSolutions announced last month. Netflix also works with Nielsen, EDO, DoubleVerify and Integral Ad Science." "Netflix announced that its ad-supported plan now has 40 million monthly active users globally, up from 23 million in January. Considering that level of growth, Netflix also shared plans to launch its own ad tech platform, plus new partnerships with more programmatic platforms and measurement vendors." "The company will begin testing in Canada this year, with the goal of launching in the US by Q2 2025. The platform should be globally available by the end of next year. The goal is for Netflix to have as much control over its ad tech as it does over its streaming tech, Reinhard told buyers, and, in turn, to give agencies more control and transparency into what they’re buying."

🎉 Big moves from Netflix! With their ad-supported plan now boasting 40 million monthly active users (up from 23 million in January!), Netflix is stepping up their game. They’re rolling out their own ad tech platform next year, starting with tests in Canada. More control, more transparency, and more awesomeness for advertisers. New partnerships with The Trade Desk, Google’s DV360, and Magnite are shaking things up even more. Plus, for all the sports fans, Netflix is also getting into the game with live NFL Christmas Day games and WWE Raw starting in 2025. Curious to see how Netflix plans to explore the ad space? Read this article to get the full scoop and see how advertisers can take advantage of this change! 📺✨ #NetflixAds #AdTech #ProgrammaticAdvertising #StreamingAds

"Starting this summer, Netflix will make supply available through Magnite, which buyers can access through The Trade Desk or DV360...." 🔥 🔥 🔥 🔥 The decision to decouple their inventory into high volume driving DSP's is a win/win for Netflix , Advertisers and Agencies. Its mostly important for large brands who own their respective TTD or DV360 seat. This will allow them to begin centralizing their streaming strategies into one consolidated platform. Thus focusing more on audience strategy, measurement and outcomes. With QoQ increases in the ad supported tier--Netflix will have to find new ways to monetize their yield and do so effectively. Microsoft was never the long term plan, but made sense as an initial partner in 2022. TTD & DV360 should be able to deliver scale and then some! I have a wild thought, hear me out. Given the antitrust lawsuits Google is faced with and the theories around the eventual need to sell off assets to appease congress.... what if Netflix was to Buy DV360? Can you imagine that? Would absolutely send shockwaves throughout the industry. Google makes most of its money off of Search, YouTube, & GAM anyway. I'm sure they'd rather be out of the buy-side business before any of the properties I mentioned above. Maybe? Either way, Great news from Netflix today! What are your thoughts on this update?

Remember when advertising was a tangled web of complexity? 🕸️ More ad partners are joining the battle against tedious traditional ad buying. The Walt Disney Company recently announced DRAX Direct, an expansion of its Disney Real-Time Ad Exchange (DRAX) programmatic ad platform. The expansion includes custom integration with both The Trade Desk and Google's DV360. This means more streamlined access to premium inventory across Disney's platforms, and unprecedented precision and efficiency in audience match. With the rise of CTV advertising, this move proves more important than ever. 💡 #Advertising #Streaming #CTVads #DRAXDirect #Disney

Netflix, the leader in #OTT video subscribers, just released a huge announcement in the #CTV and #programmatic space that it plans to launch its own #adtech platform. Netflix is currently working on partnerships with #TheTradeDesk, Magnite and DV360, but by engineering its own platform the company plans to offer advanced targeting, insights and measurement tools for brands and agencies. Additionally, Netflix reported that its ad-supported tier has increased users by 5 million since 2023 to a total of 40 million active users. Check out the below #Adweek article for more details! #netflixads #netflixadvertising #ctvadvertising #ottadvertising #programmaticadvertising #programmaticads #programmaticmediabuying #programetrix https://lnkd.in/gYJhBmmB

I pay attention to TV ads because they've told me I have to have something for the hundredth time. Streaming behemoth meets ad channel giant or so it hopes. Netflix launched its ad-supported plan roughly a year ago. That plan now has 40 million monthly active users globally, up from 23 million in January. Well, it's also leading to a strategic change, which has Netflix ditching long-time partner Microsoft to launch its own ad platform. Just like Netflix, subscribers are all in on ads in their streaming content. 40% of all signups in countries that have the ad tier available are for that cheaper plan. For context, Netflix now has 270 million total subscribers so you do the math. With the a launch of its own platform by next year, the goal for Netflix is to have as much control over its ad tech as it does over its streaming tech to give agencies more control and transparency into what they’re buying. The King, advertising and you is a recipe for profitable streaming or the title of a new series. The launch of an ad platform comes at an interesting time. With linear TV audiences continuing to shrink, traditional media companies are getting squeezed as ad revenue dries up due to economic fears. Businesses are already cutting back on advertising and toss in rising interest rates rising, legacy media is feeling the pinch. Netflix, however, is the king of the streaming hill. While other media companies are fighting to make their streaming services profitable, Netflix has a long runway ahead. The ad-supported plan is also the couch potato tier. For example, more than half of its ad viewers watch more than 20 hours of content monthly, with over 70% exceeding 10 hours. While those numbers probably aren't great for health or a social life, they are attractive to advertisers on the hunt for engaged audiences. And Netflix hasn't been shy about spending on licensing and broadcasting agreements as it expands into live events and sports. The three-year deal to stream Christmas Day NFL games aligns with its recent acquisition of broadcast rights to WWE Raw starting in 2025. Should I be cheering for more relevant ads? Netflix is on a mission to convince buyers it offers the ad buying and measurement capabilities they need. Come 2025, we'll find out https://cnb.cx/3Vc3baV #netflix #streaming #advertising #subscription #television #entertainment #culture #digitalmedia #sports

Celebrating Two Years of Netflix's Ads Business! 🎉 We're excited to announce our reach has grown to 70 million monthly active users globally, with more than 50% of new members in ad-supported countries choosing our ads plan. There’s some amazing titles upcoming, including Alice in Borderland S3, Singles’s Inferno S4, Jake Paul vs. Mike Tyson, NFL on Christmas Day, and the return of our most-watched series ever, Squid Game. We officially launched our in-house ad tech in Canada (expected to rollout globally in 2025), and our expansion into live, has led to our new partnership with VideoAmp. Following our programmatic offering launch in August, Programmatic Guaranteed is now live in the US, CA, BR, and MX, and will expand to EMEA in February 2025 and APAC later in the year. Here’s to year three! 🚀Read more here → https://lnkd.in/gjV8wK9M #Netflix #NetflixAds #Advertising #Growth #Innovation #Partnerships #Streaming