Netflix’s President of Advertising, Amy Reinhard, announced that the company will launch an in-house advertising technology platform by the end of 2025. This will provide advertisers with fresh ways to buy, enhanced insights to leverage, and new ways to measure impact.
At Netflix’s second Upfront presentation to advertisers, the message was conveyed: ‘When you advertise with Netflix, you can reach the most engaged audience in the world.’
Reinhard walked advertisers through the continued growth and momentum of Netflix’s ad-supported plan, which now has 40 million global monthly active users—up from 5 million a year ago. Over 40% of all signups in the ad countries now come from the ad plan.
Netflix also featured new partners that advertisers can use to measure and verify the impact of their campaigns, including Affinity Solutions, DoubleVerify, EDO, Integral Ad Science, iSpotTV, Kantar, Lucid, NCSolutions, Nielsen, and TVision.
“Bringing our ad tech in-house will allow us to power the ad plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” she said.
This summer, Netflix will also expand its buying capabilities to include The Trade Desk, Google’s Display & Video 360, and Magnite, which will join Microsoft as the main programmatic partners for advertisers.
“We are being incredibly strategic about how we present ads because we want our members to have a phenomenal experience. We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members and better for brands,” Reinhard said.
