Netflix Ads Suite Has Better Buying, Better Planning, Better Results

Netflix Ads keeps growing, and our approach hasn’t changed: we’re building with our advertising partners, not around them. 

Throughout the year, we’ve expanded the Netflix Ads Suite with new ways to reach audiences and measure results. Today, we’re sharing the next set of updates. Each one makes it easier to find the right audiences, measure the results that matter and connect Netflix to outcomes, all within the tools our clients already use.  

Conversion Data Onboarding

We’re excited to enhance our Conversion API (CAPI) and have built a new Netflix Pixel. These capabilities enable advertisers to onboard more than 20 lower-funnel conversion events Netflix in a standardized way. The combination of Netflix’s CAPI and Pixel unlocks two new measurement and targeting offerings: 

• Clients can test Netflix’s first-party measurement solutions, including conversion lift, attribution and A/B testing. 

• Advertisers can now enhance their targeting and build audience segments based on their conversion data.

New Programmatic Audiences

In March, we enabled proprietary DSP audience targeting across ads on Netflix with Yahoo DSP and Amazon DSP. Starting next month, advertisers can activate any third-party data partner or leverage their own first-party audiences with The Trade Desk audiences now available across ads on Netflix. That’s even more ways to find and reach the right member on Netflix and measure the impact.

Proof Netflix Ads Works

We’ve seen great results in driving ROI for our partners:

• Recent Kantar cross-publisher brand lift studies show Netflix leading on all brand lift metrics (e.g., Brand Awareness, Brand Favorability, Consideration Intent) compared to advertisers’ total media mix. 

• By leveraging our first-party Conversion Lift measurement, we worked with a leading delivery app brand to show that Netflix drives incremental growth, resulting in a +2.7% lift in signups and a 2.9% lift in new trials. These results help separate true lift from conversions that would have happened anyway.

Measurement in Yahoo DSP and The Trade Desk DSP

We’re offering new in-DSP measurement, so advertisers can see how their Netflix campaigns are working and the ROI we can drive. Yahoo DSP advertisers can now measure single publisher attribution across their programmatic Netflix buys, and we have in-DSP measurement coming soon with The Trade Desk across reach and frequency and attribution. With these advancements, we’re bringing proof of performance into the tools our partners already use. 

What’s Next?

Next year, our ads plan will expand to 15 new countries, with Austria, Belgium, Colombia, Denmark, Ireland, the Netherlands, Norway, Peru, Poland, Sweden and Switzerland coming in March 2027. 

We want Netflix to be as easy to buy as it is to watch. So we’ll keep making it simple to buy, plan and measure, and continue to build alongside our partners. 

Stay tuned. There’s always more to come!