Netflix unveils programmatic advertising strategy

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

"...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."

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 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

🚨 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 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 announced it is launching its own in-house advertising technology platform, a significant move after partnering with Microsoft for ad tech when it entered the advertising business in late 2022. This strategic shift will allow Netflix to have full control over its advertising future and create personalized ad experiences for its 270 million subscribers. Key points: - Netflix aims to deliver targeted, episodic ad campaigns instead of repetitive ads. - It will expand programmatic ad buying capabilities this summer by partnering with The Trade Desk, Google's Display & Video 360, and Magnite, in addition to Microsoft. - Netflix's ad-supported tier has seen rapid growth, reaching 40 million global monthly active users. - The in-house ad tech platform will roll out first in Canada this year, followed by the US in Q2 2025 and globally by end of 2025. - This move pits Netflix against major ad tech players like Google, Amazon, and Comcast. One Creation Corporation

"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?

The lines are blurring between entertainment and advertising, and Netflix's decision to build its own ad server is a sign of the times!   Think about it: Netflix possesses a rich trove of user behavior data for its massive 270 million subscriber base. This data has the potential to create hyper-personalized ad experiences leveraging psychographic and demographic insights. Imagine ads that seamlessly integrate with the narrative arc of the content you're watching, instead of interrupting it? That's a recipe for higher engagement, a win-win for both viewers and brands!   The success of Netflix's ad tier, already boasting 40 million users, suggests there's an audience for this approach. But it raises big questions: is this the future of entertainment? Could a freemium model with targeted ads be the way forward for Netflix?   One thing's for sure, the way we consume streamed content is on the cusp of evolution. It will be fascinating to see how Netflix's ad server plays out and how other platforms respond. https://lnkd.in/d3AMZR7e #Netflix #AdServer #NetflixAds #NetflixNews #Nuvoretail #EnlyticalAI

🚀 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