Jim Schofield’s Post

Netflix will launch its in-house ad tech stack in the US in April 2025, according to VP EMEA Advertising, Damien Bernet. It allows advertisers to control their ad buys directly within the Netflix platform rather than through a third-party service. “We need our own adtech platform to be able to innovate and be flexible enough to create new solutions for our advertisers,” Bernet said, adding that the company is “building this for the very long term”. #OTT #CTV

Netflix is set to launch a cutting-edge advertising technology platform by the end of 2025. This move will offer advertisers advanced insights and new buying options, enhancing the ad-supported experience for its vast user base. With collaborations with top verification firms and expanded programmatic partnerships, Netflix is poised to redefine digital advertising. #Netflix #AdTech #DigitalAdvertising #2025 #Innovation #MarketingTech #AdvertisingPlatform #ProgrammaticAdvertising

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 made a big announcement during its Upfronts presentation, revealing plans to launch its own advertising technology platform just a year and a half after entering the ads business. This move puts it in direct competition with industry giants like Google, Amazon, and Comcast. Initially, Netflix partnered with Microsoft for its ad tech, but now it's bringing the technology in-house, indicating a significant shift in its advertising strategy. This change will give Netflix more control over creating targeted and personalized ad experiences for its massive user base of 270 million subscribers. Netflix aims to move away from generic advertisements and experiment with "episodic" campaigns that tell a story rather than repeating the same ads. Additionally, Netflix is expanding its buying capabilities by partnering with platforms like The Trade Desk, Google’s Display & Video 360, and Magnite. The company also shared the success of its ad-supported tier, noting that it has 40 million monthly active users globally, with 5 million users joining within six months of its launch. #PPC

Global AVOD market is surging, and Netflix is emerging to lead it :) Netflix’s ad-supported plan has grown significantly, now reaching 40 million global monthly active users, up from 5 million a year ago, with over 40% of new signups in ad-supported regions opting for the ads plan. The platform boasts high audience engagement, accounting for 32.9 billion hours of viewing, with over 70% of ad-supported members watching more than 10 hours a month and maintaining high attention rates even after three hours of watching. By the end of 2025, Netflix will launch its own in-house advertising technology platform, offering new ways to buy ads, gain insights, and measure impact. Netflix is expanding its ad buying capabilities with programmatic partners such as The Trade Desk, Google's Display & Video 360, Magnite, and Microsoft. Netflix focuses on a positive user experience through deep consumer research, ensuring ads are beneficial for both members and brands. https://lnkd.in/g_zJc_Kb

🚨 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'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

📺 The Future of Advertising: Connected TV (CTV) in 2025 While exploring the latest trends in programmatic advertising for 2025, I came across some fascinating insights that highlight how the industry is evolving. One of the standout areas is the growing impact of Connected TV (CTV) What is CTV? CTV refers to televisions connected to the internet, enabling viewers to stream content through apps like Netflix, Hulu, and YouTube. It’s where traditional TV meets technology, offering viewers flexibility and advertisers a wealth of new opportunities. The process involves collecting audience data, serving programmatic ads in real time, and tracking performance using detailed metrics like impressions, click-through rates, and even purchases. According to eMarketer, CTV ad spending is projected to reach $33.35 billion, with advertisers increasingly drawn to its ability to deliver measurable results. Ads on CTV not only capture attention more effectively than traditional TV but also allow for interactivity. Innovations like shoppable ads, featuring QR codes that let viewers make purchases directly from their screens, are changing the game. What do you think about CTV and its role in the advertising space? Share your thoughts in the comments—let’s discuss how this trend is shaping the future of marketing! Here are some other Programatic Advertising trends for 2025. https://lnkd.in/g4DXhnG4

Programmatic advertising is disrupting TV as much as it disrupted the publishing industry. Good news for advertisers, not as good news for the EU media and tech industry. 📉 Earlier in the year, Amazon Prime Video came to market with an advertising offering below $30 CPM. Netflix is now responding by lowering prices to CPMs between $20 and $30 and Disney+ is also lowering prices by 15%. 💡 When the dust settles Europe will be, once again, divided and conquered. It is mind blowing to think that we invest so much time on regulation and so little time on working together to build a valid alternative to the current oligopoly. Time to wake up!!!

📢 Netflix is making moves to attract advertisers ahead of the upfronts! With a 65% growth in ad-supported accounts and new partnerships with Kantar, Cint, and NCSolutions, Netflix is showing its commitment to providing robust metrics and addressing advertiser demands. 📈 This shift towards a stronger measurement infrastructure suggests Netflix is becoming a more viable advertising platform. Check out the full article to learn more about Netflix's ad monetization strategy: