Advertisers now have a fresh option to snag premium Netflix inventory via Amazon’s demand-side platform (DSP), a move announced to Marketing Dive this week. This step could stir a surge in ad spending for Netflix while broadening its pool of brand partners, aiming for more scale across multiple markets.

Across the U.S., U.K., France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia, the integration is set to roll out in Q4. Netflix has been ramping up its outreach to Madison Avenue, unveiling an internal ad-tech platform in additional regions. Meanwhile, Amazon’s DSP is flexing its muscle, extending influence beyond retail media and proving a formidable contender in digital advertising.

Technically, Amazon and Netflix compete in streaming, yet their ad approaches differ. Netflix ventured into advertising late 2022, while Amazon introduced commercials on Prime Video last year. Despite prior head-to-head upfront presentations, Amazon holds a more mature ad-tech stack, fueled by rich shopper data, which is increasingly vital for precise targeting and performance measurement. Its clean room technology enhances campaign efficiency while keeping user privacy intact.

“Partnering with Amazon aligns with our goal to provide advertisers more flexibility to reach their marketing objectives,” said Amy Reinhard, Netflix’s president of advertising. She added that the collaboration will bring “advanced capabilities over time,” helping brands connect more seamlessly with Netflix’s global audience.

Beyond Amazon, Netflix has partnered with DSPs like The Trade Desk and Google Display & Video 360, and also collaborates with Magnite, Experian, and Acxiom. These alliances aim to navigate the complex ad landscape, offering advertisers multiple pathways to reach engaged viewers. While Netflix’s ad journey is still comparatively young, these moves indicate a strategic push to leverage data, technology, and partnerships to compete in an increasingly crowded digital ecosystem.

Source: Marketing Dive