Netflix Increases Programmatic Advertising with Yahoo DSP

Netflix is stepping up its ad game by teaming up with Yahoo DSP to bring programmatic ad buying to 12 countries later this year. This means that advertisers will have another way to purchase ads on Netflix through Yahoo’s demand-side platform.

According to Netflix’s President of Advertising, Amy Reinhard, this partnership will give global clients more flexibility in buying ads, providing a top-notch advertising experience. The move will allow advertisers to reach highly engaged viewers on Netflix, adding Yahoo DSP to Netflix’s list of programmatic partners, which already includes The Trade Desk, Google Display and Video 360, and Microsoft.

Recent improvements to Netflix’s ad offerings include expanded targeting options, allowing advertisers to focus on over 100 interests across 17 categories. Netflix also now allows clients to use their own data to better understand and target their audience.

The response to this collaboration has been positive, with Josh Palau from Pfizer praising the combination of Netflix’s content and scale with Yahoo’s data-driven targeting. Alia Lamborghini, from Yahoo DSP, echoed this positivity, highlighting the opportunity to reach Netflix’s premium ad-supported audience through Yahoo DSP and simplify CTV ad strategies.

This move is part of the ongoing effort by streaming services to enhance the advertising experience for viewers and advertisers alike. The integration of programmatic ad buying on Netflix through Yahoo DSP opens up new opportunities for brands to engage with audiences on the popular streaming platform.