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Monday, June 24, 2024

Netflix to Launch In-House Ad Platform

Amy Reinhard, Netflix’s President of Advertising, has announced the global streamer will launch an in-house advertising technology platform, by the end of 2025. The company says the new platform 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,” said Reinhard.

Mid-2024 will also see Netflix expand its buying capabilities to include The Trade Desk, Google’s Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.

According to Netflix, all of these enhancements are designed to make Netflix even better for clients.

“We’re being incredibly strategic about how we present ads because we want our members to have a phenomenal experience. We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members and better for brands,” said Reinhard.

Netflix’s ad-supported plan now has 40 million global monthly active users — up from 5 million a year ago. Over 40% of all signups in the those countries where the ad-supported plan is offered now come from the ads plan.

Netflix also announced new partners that advertisers can use to measure and verify the impact of their campaigns, including Affinity Solutions, DoubleVerify, EDO Inc, Integral Ad Science, iSpotTV, Kantar, Lucid, NCSolutions, Nielsen and TVision.


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