Amazon Audience Expansion Comes to Netflix

Amazon Ads recently announced that US media buyers will soon be able to use Amazon Audiences for targeting when running Netflix campaigns through the Amazon DSP. This move comes after Netflix made its inventory available programmatically on Amazon’s DSP last September.

With Prime Video now reaching around 130 million people thanks to its ad-supported plan, Amazon is looking to demonstrate to media buyers that Prime Video can extend its reach beyond its current audience. By integrating commerce and shopping data with streaming impressions on Netflix, Amazon Ads aims to provide buyers with more targeted options, especially as upfronts approach.

In 2024, Amazon focused on establishing itself as a content creator in the traditional upfront market. However, this year, Amazon is highlighting the enhancements to its ad tech stack, such as Campaign Manager and a creative agent, to drive advertising effectiveness and performance.

The focus on driving performance is crucial for Amazon as demand for performance metrics tied to streaming investments increases among buyers. Amazon aims to show advertisers the correlation between content and conversions to prove the value of its offerings.

By leveraging Amazon Audiences to access trillions of data points on customer shopping, browsing behavior, and streaming across Amazon properties, including Netflix, buyers can target campaigns based on factors like lifestyle, interests, and shopping behavior. This effort to enhance ad performance by integrating shopping and streaming data aligns with Amazon’s strategy of forming partnerships with agencies and focusing on frequency capping.

Overall, the integration of Amazon Audiences with Netflix inventory is a significant step in providing media buyers with more targeted and performance-driven advertising options, ultimately enhancing the effectiveness of their campaigns.