Announcing Netflix's Partnership with Yahoo DSP for Enhanced Global Advertising Capabilities
Netflix Broadens Advertising Horizon: Collaboration with Yahoo DSP For Wider Programmatic Ad Reach
Netflix has taken a significant stride in its global advertising journey with a new partnership with Yahoo DSP (Demand-Side Platform). This collaboration, set to commence in October 2025, marks a crucial step in Netflix's strategy to leverage programmatic technology for advertisers worldwide.
Details of the Partnership
The partnership between Netflix and Yahoo DSP offers several benefits to advertisers:
- Programmatic Advertising Access: Advertisers can now manage their Netflix ad campaigns through familiar platforms like Yahoo DSP, reducing manual campaign management and enabling the use of sophisticated algorithms for ad placement.
- Global Reach: This integration is part of Netflix's broader efforts to expand its ad capabilities globally, offering advertisers access to a vast, engaged audience across different regions.
- Measurement and Targeting: Alongside the Yahoo DSP integration, Netflix has enhanced its measurement capabilities, partnering with iSpot in the U.S. to offer attribution measurement alongside reach and frequency metrics. This helps advertisers assess the effectiveness of their campaigns more accurately.
Impact on Advertiser Performance
- Enhanced Targeting Capabilities: The combination of Netflix's first-party data and Yahoo DSP's programmatic capabilities allows for precise audience targeting, improving the relevance and effectiveness of ads.
- Increased Ad Inventory: With live events and popular content like "Stranger Things" and WWE/NFL games, Netflix offers premium ad inventory, which is attractive to advertisers seeking high engagement audiences.
- Growth in Ad Commitments: The partnership has contributed to significant growth in upfront commitments, with Netflix more than doubling its U.S. upfront commitments compared to the previous year. This reflects advertiser confidence in the platform's ability to deliver impactful ad experiences.
- Data Insights: The Netflix Ads Suite, which includes real-time targeting and programmatic buying, provides advertisers with enhanced data insights, helping them optimize their campaigns for better performance.
Collaboration Across Ad-Supported Countries
The collaboration will be available across all 12 of Netflix's ad-supported countries. Alia Lamborghini, Senior Vice President of Global Revenue at Yahoo DSP, commented that the integration will offer access to highly engaged audiences in a trusted, brand-safe environment.
Driving Performance for Advertisers
Amy Reinhard, President of Advertising at Netflix, stated that the integration with Yahoo DSP is aimed at driving performance for Netflix advertisers. Netflix is also developing AI-enhanced ad products designed to seamlessly integrate advertisements within the environments of its popular shows.
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In light of Netflix's partnership with Yahoo DSP, advertisers can now utilize technology to manage their ad campaigns globally, capitalizing on programmatic advertising access and the platform's expanded reach. This collaboration is anticipated to enhance targeting capabilities, increase ad inventory, and result in growth in ad commitments by offering premium advertising opportunities within entertainment content. The integration will be available across all of Netflix's 12 ad-supported countries, ensuring access to highly engaged audiences in a brand-safe environment, thereby driving performance for advertisers.
