Netflix Ads Suite Expands Capabilities

After launching the Netflix Ads Suite last year, we’re continuing to add new ways for brands to buy and measure ads on Netflix. Advertisers will now be able to tap into new targeting capabilities, better manage how often ads appear across streamers, and reach specific audiences at scale on our ad-supported plan. 

Expanding Retail and Behavioral Audiences 

Starting in Q2 in the US — and rolling out to our other ad-supported countries later this year — clients will have new ways to connect with the right audiences on Netflix through expanded targeting capabilities via Amazon DSP and Yahoo DSP. 

Advertisers will now be able to leverage Amazon Audiences to inform their programmatic buys on Netflix. Built from trillions of Amazon's proprietary shopping, streaming, and browsing signals, the segments are built on real audience behavior. They help advertisers reach relevant Netflix members based on their lifestyles, interests, and products they are actively shopping for. By applying Amazon’s exclusive signals to Netflix’s highly engaged viewers, advertisers can reach the right audiences and drive even stronger performance. 

When buying through Yahoo DSP, advertisers can now also activate deterministic Yahoo DSP audiences on Netflix deals. These audiences are powered by hundreds of millions of global Yahoo interest, behavioral, purchase, and life stage signals. This gives advertisers another way to connect their message to the right Netflix member, making campaigns feel more timely and relevant for our viewers.

Netflix’s Conversion API 

We’ve also been listening closely to what advertisers are asking for — and understand the need for full-funnel solutions that clearly show results. We’re excited to now offer our own Conversion API (CAPI) tools. Netflix’s API is designed to help advertisers prove outcomes and will leverage real-time insights to optimize campaigns. 

Earlier this year, we partnered with Tinuiti, the largest independent full-funnel marketing agency in the U.S., on early testing and saw great attribution results. The campaigns outperformed benchmarks by more than 75% across financial services, ed tech, and retail clients. We’re encouraged by the early results and are committed to expanding our first-party solutions even further, with more updates to come in the months ahead.

These advancements are part of our ongoing effort to make advertising on Netflix more effective and easier to buy. We’re offering our brand partners clearer ways to reach the right audiences, while maintaining the high-quality experience our members expect.