Netflix has rolled out expanded ad buying capabilities ahead of tests of its in-house ad tech platform, which will be tested in Canada in November and launched globally in 2025.
“As we announced in May, we are giving advertisers new ways to buy, new insights to leverage, and new ways to measure impact,” said Netflix’s President of Advertising, Amy Reinhard.
The expanded buying capabilities include:
- Marketers can now set up private 1:1 marketplace deals directly with Netflix through The Trade Desk, Google’s Display & Video 360, or Xandr. The company is working to extend the capabilities across different buy types including programmatic guarantee in November.
- Netflix has introduced Google’s Campaign Manager 360 and Innovid for impression verification and extended its existing DoubleVerify and Integral Ad Science relationship for fraud and viewability verification into programmatic channels. These solutions will then be available across all buying channels in October.
The company has recently executed multiple programmatic campaigns with advertisers such as Expedia, Ford, T-Mobile, Mercedes-Benz, Novartis, and American Eagle.
The programmatic private marketplace buys are currently available in the US, Canada, Brazil, and Mexico and will be extended more globally in the following months.
Netflix also announced new measurement partnerships. This September, Netflix’s ad-supported plan will be available in Barb’s Advance Campaign Hub (ACH), making it easier for UK advertisers to plan their campaigns. Later this year, Netflix will extend its campaign performance measurement suite into NielsenOne, Lucid (or Cint), EDO Inc., NCSolutions, Kantar, and Affinity Solutions for all buy types.
The company has also partnered with clean room suppliers Snowflake, InfoSum, and LiveRamp to create a secure and privacy-safe environment for members and advertisers.
The Clean Rooms will allow advertisers to determine audience overlap, post-campaign reach and frequency, and last-touch attribution in a secure environment.
Snowflake Data Clean Rooms is available for partners now, and InfoSum and LiveRamp will launch in the coming months.
The technology announcements come as Netflix reports the results of its second year of Upfront advertiser negotiations.
“We closed deals with all major holding companies as well as independent agencies, with a 150% plus increase in upfront ad sales commitments over 2023, in-line with our expectations, said Amy Reinhard. “Upfront commitments include investments from all key categories like CPG, Tech & Entertainment, Auto, QSR, and Retail.
“Netflix closed partnerships for a number of our upcoming films and series including fan-favorites Squid Game, Wednesday, Outer Banks, Happy Gilmore 2, Ginny & Georgia, and Love is Blind as well as deals around highly anticipated live events including WWE Raw, and the Christmas Day NFL games.
“Our advertising clients remain excited about our highly engaged audience and the variety and quality of our programming. For Season 3 of Bridgerton — our sixth most popular English-language TV series of all time — we secured multiple international on-screen title sponsors including Pure Leaf, Amazon Audible, Puig, Booking.com, Stella Artois, and Hilton.”
The company also recently partnered with LVMH, COTY Gucci, Kaiku Caffee Latte, Aeromexico, Google, and Rakuten for the anticipated return of Emily in Paris.
“Over the last few months, we’ve hit great milestones for our ads business including closing another successful Upfront market, building and implementing an expanded programmatic suite, enhancing our global measurement capabilities, and securing impactful global ad campaigns,” added Reinhard. “We’ll continue to improve the Netflix ads plan to ensure our members are delighted by the experience while simultaneously creating solutions that deliver results for our marketers, putting brands at the center of the best shows and films in the world, to a highly valuable and engaged audience.”