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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

From Deadline: Netflix‘s 18-month-old advertising tier has nearly doubled in size since the start of 2024, reaching 40 million monthly active users around the world. The #streaming giant revealed the number at its first in-person upfronts presentation in New York. Last year, in a presentation conducted in a virtual format due to the WGA strike, the company said it had 5 million MAUs, and the number grew to 23 million by January. Netflix President of #Advertising Amy Reinhard told the crowd that 40% of all signups now come from the ads plan in countries where it is available. Pricing plays a role in that – at $7 a month, the plan is well below many other services and the company’s own ad-free options. In addition to the stats, Reinhard announced Netflix will launch an in-house ad tech platform. This will give advertisers new ways to buy, new insights to leverage, and new ways to measure impact. “Bringing our ad #tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” she said. Chief Content Officer Bela Bajaria unveiled a number of new #film and #TV titles, but she also spent time giving advertisers a sense of audience engagement. More than 70% of Netflix’s ad-supported subscribers watch for more than 10 hours a month, according to Nielsen, a 15% higher level of viewing than the nearest competitor.

Netflix’s efforts to grow ad tier in focus as subscriber growth slows Netflix added fewest subscribers in 5 quarters, ad revenue doubled, overall revenue up 16.4%. Ad-supported tier reached 40 million users, stock up 35%. Focus on ad-supported plan, partnerships, live content for growth Netflix likely added the fewest number of subscribers in five quarters during April-June as sharp gains following a crackdown on password sharing ebbed and viewer attention moved to summer sporting events including the Euro soccer tournament. The company added an estimated 4.82 million subscribers in the second quarter, according to LSEG data. That would be the lowest additions since the first quarter of 2023 and about half the 9.3 million it added in the previous three months. In May, the company said its ad-supported tier reached 40 million monthly active users across the globe and accounted for 40% of all sign-ups in the countries it was available, up from 23 million in January. The ad push has resonated with investors. For the year, Netflix’s stock is up nearly 35%, compared with a return of about 19% on the S&P 500 index. After investing heavily in originals, brokerage MoffettNathanson noted Netflix is also able to drive viewership with its competitors’ content. Eighteen of the top 20 streamed titles were acquired shows, such as “NCIS” or “Grey’s Anatomy,” it noted. Netflix has also announced bundling partnerships. Comcast is offering Netflix with its Peacock streaming service and Apple TV+ for its Xfinity internet and TV customers. To drive the next phase of growth, Netflix announced plans in May to build an in-house ad technology platform that will offer marketers more ways to buy commercials and measure their performance. 

🚀 Netflix Levels Up: In-House Ad Tech to Drive the Next Phase of Advertising Growth Big moves ahead for Netflix in 2025! 🎉 The streaming giant is shifting gears into the "walk" phase of its ad-supported journey, with in-house ad tech set to launch in the U.S. this April. This rollout couldn’t come at a better time—right before the upfronts market, where big ad-spending commitments are locked in. 📈 Key Highlights: Netflix doubled its ad revenue last year and is on track to do it again in 2025. The ad-supported tier now represents 50%+ of new sign-ups in ad-enabled regions—proving its appeal to budget-conscious users. Live sports content, like the blockbuster Tyson vs. Paul fight and NFL Christmas Day games, is attracting major advertisers and new audiences. Proprietary ad tech = more flexibility, better targeting, and smoother advertiser experiences. Co-CEO Gregory Peters summed it up best: “The road map is clear. We’re committed to iterative innovation in advertising just as you’ve seen us do in many other places.” With connected TV advertising poised to hit $25 billion, Netflix’s ambition to redefine the digital ad space is undeniable. As they transition to in-house ad tech, brands and advertisers are in for a game-changing experience. 💡 What’s your take? Are live sports and data-driven ad strategies the key to dominating the streaming wars? Let’s discuss! 👇 #Netflix #DigitalAdvertising #AdTech #StreamingInnovation #Marketing

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

🚀 Netflix's ad-supported tier has seen significant growth, reaching 40 million monthly active users globally, nearly double the 23 million reported in January. This expansion reflects a potential shift in consumer behavior as economic pressures mount. The ad tier, while currently representing approximately 16% of Netflix's total subscriber base, offers a more cost-conscious option for viewers seeking to manage their streaming subscriptions. In South Africa, where economic conditions may be similar, this tier could prove particularly attractive to cost-conscious consumers. Furthermore, Netflix announced the development of its own ad technology platform. This move signals a commitment to building robust measurement and verification capabilities, crucial for attracting advertisers. Additionally, the company plans to leverage established ad tech partners like Magnite to sell inventory and make The Trade Desk and DV360 primary programmatic partners. Prioritizing ad technology development suggests a strategic approach to establishing trust with advertisers and unlocking significant revenue potential within the ad-supported tier. #Netflix #AdTech #Google #Programmatic

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

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 shaking up the advertising game by lowering ad prices just in time for Q4! Marketers can now reach premium audiences more easily. Wondering how to get access? AI Digital can help! Check out the details here: [Link to article] #Netflix #Advertising #Marketing #AIDigital #DigitalMarketing