Chris B.’s Post

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

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 making significant strides in the advertising world. Since launching ads in 2022, it has faced challenges with scale and targeting. But recent updates show its commitment to change. Key highlights: 1. Growth: Ad-supported plan now has 40M monthly active users, up from 23M in January. 2. Proprietary Ad Tech: Netflix is launching its own ad tech platform, starting in Canada, with global rollout by end of next year. 3. New Partnerships: Teaming up with iSpot, TVision, The Trade Desk, Google’s DV360, Magnite, and more to enhance ad measurement and programmatic capabilities. 4. Live Sports: Streaming NFL Christmas Day games and WWE Raw starting in 2025. 📈 Future Direction Netflix’s saggressive strategy to control its ad tech mirrors its dominance in streaming technology. By lessening reliance on partners like Microsoft and enhancing transparency and control for agencies, Netflix aims to provide a more robust and advertiser-friendly platform. The foray into live sports could make Netflix more attractive option for advertisers. As Netflix continues to innovate and expand its ad offerings, it’s clear the platform is positioning itself to compete vigorously with traditional broadcasters and digital giants alike. #Netflix #AdTech #DigitalAdvertising #Streaming #AVOD #BVOD

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

"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?

🚨 There is a significant development in advertising landscape 🚨 As we all know that #Netflix is into ad sales and announced long back that advertisers can buy ad space through Google #DV360. In the recent article it is now made official. #Marketers can now access Netflix's audience through Trade Desk, Google's Display & Video 360, Xandr. As of now programmatic buys are currently available in US, Canada, Brazil and Mexico and will be made available global in the following months. Here is the link to article for more details: https://lnkd.in/gzqYqSXA #advertising #programmatic #mediabuying #performancemarketing

Netflix is taking steps to address the concerns of advertisers regarding its effectiveness as an advertising platform. Similar to a market research analyst, Netflix utilized its upfront presentation to showcase its advertising purchasing and measurement options. Advertisers have expressed frustration with the slow-growing scale of Netflix since it introduced ads at the end of 2022. Last year, advertisers expressed their concerns about the limitations of targeting and measurement. Netflix is determined to demonstrate that it indeed offers the options that buyers are seeking. To learn more, read this insightful piece. #netflix #adtech #programmaticadvertising

🚀 Netflix's 2024 Upfront: Key Insights for Digital Media Strategy 🚀 With recent news of Netflix's decision to partner with major DSP's like TTD & DV360, it spells significant growth and opportunities for advertisers & brands alike. Key points include: Engagement & Reach: - 40 million monthly active users on the ad-supported plan, up from 5 million a year ago. - Over 40% of new sign-ups choose the ad-supported plan. - Leading in engagement with 32.9 billion hours watched annually and high viewer attention. Advanced Ad Tech: - Launching an in-house ad tech platform by the end of 2025 for enhanced buying options and insights. - Expanding buying capabilities to include The Trade Desk, Google's DV360, and Magnite. Accessing The Netflix Effect: - Influencing cultural trends and driving consumer behavior, from fashion to music revivals. Netflix (according to research data) is now amongst the top 3 most accessed video platforms across the majority of markets in APAC. This will no doubt open a new avenue for brands to not only deliver significant incremental reach amongst in their marketing mix, but to also drive culturally relevant impact amongst a highly engaged audience. #DigitalMedia #AdTech #Netflix #Advertising #Streaming #ContentStrategy

✅🖥️ AdExchanger (4/12): “ACR underpins Vizio’s ad sales because it helps buyers connect what’s playing on screen to actual audiences. Although ACR has some gaps, such as in local TV, it provides a way to measure and target ads across streaming apps on Vizio TVs, which advertisers can’t do when buying from individual apps. AdExchanger sat down…to learn more about Vizio’s ad sales strategy and what it could mean for Vizio’s future under new ownership. ADEXCHANGER: How does a programmatic advertiser buy Vizio inventory? VIZIO: By far, the fastest-growing piece of Vizio’s ad sales business is programmatic guaranteed and private marketplaces (PMPs). A growing number of brands only want to buy us programmatically, so we’ve been doing a lot of integrations with DSPs and SSPs to make our inventory as widely accessible as possible. But many brands that buy programmatically are also looking for supply-path optimization. So we’re also working with DSPs to create more direct paths to our supply, such as through The Trade Desk’s OpenPath and Yahoo’s Backstage.” ⬇️ #smarttv #streamingtv #ctvadvertising #programmatic

Programmatic CTV advertising has come under fire for its inefficiencies, particularly in regards to ad-fill rates. According to a recent article, the fragmentation of control by ad campaign owners and the involvement of numerous independent companies in each deal can lead to significant revenue deductions before the money reaches broadcasters or channel operators. This fragmentation creates complexity and inefficiency, as each layer in the transaction takes a cut of the revenue, ultimately diminishing the final amount that reaches content providers. Read more about the challenges facing programmatic CTV advertising here: https://lnkd.in/eg7Vhg6t