Netflix adds Amazon, Yahoo targeting to ad suite
Netflix is expanding its advertising suite with new audience targeting and measurement capabilities. Beginning in Q2 in the US, advertisers will be able to use Amazon and Yahoo DSPs to access retail and behavioral audience segments for programmatic buys on Netflix. The company is also launching its own Conversion API (CAPI) to provide real-time insights for campaign optimization and attribution.
Key Takeaways
- Amazon DSP and Yahoo DSP access begins in Q2 in the U.S., with other ad-supported countries following later this year.
- Amazon Audiences on Netflix are built from Amazon shopping, streaming, and browsing signals, and are meant to inform programmatic buys.
- Yahoo DSP advertisers can activate deterministic audiences on Netflix deals using Yahoo interest, behavioral, purchase, and life stage signals.
- Netflix’s new Conversion API is designed to help advertisers prove outcomes and use real-time insights to optimize campaigns.
- Netflix said early Tinuiti tests outperformed benchmarks by more than 75% across financial services, ed tech, and retail clients.
Why It Matters
Netflix is adding more precise audience targeting and a first-party measurement layer to Ads Suite, which makes its ad-supported plan easier to buy and easier to attribute. The Amazon and Yahoo integrations extend programmatic reach, while CAPI gives advertisers a direct way to connect campaigns to outcomes inside Netflix’s stack. The Tinuiti test results suggest Netflix is using early advertiser feedback to justify the product push. Watch for the rollout to other ad-supported countries later this year and for more updates on Netflix’s first-party ad tools in the coming months.
Read full article at about.netflix.com
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