Google has announced the integration of Netflix advertising inventory into Display & Video 360 (DV360), marking a significant expansion in digital advertising options for marketers.
Key Points:
Direct Access to Netflix Inventory:
- Advertisers can now access Netflix inventory through private marketplaces in DV360.
- Programmatic guaranteed options are expected to be available soon.
Expanded Buying Capabilities:
- Private 1:1 marketplace deals can be set up directly with Netflix through various platforms, including Google's Display & Video 360.
- Programmatic guaranteed options are planned for November.
Measurement and Verification:
- Google's Campaign Manager 360 has been introduced for impression verification.
- Existing partnerships with DoubleVerify and Integral Ad Science have been extended to programmatic channels.
Global Availability:
- Currently available in the US, Canada, Brazil, and Mexico.
- Plans to extend globally in the coming months.
Netflix's Ad Business Growth:
- 150% increase in upfront ad sales commitments over 2023.
- Partnerships secured for popular shows and live events.
This integration represents a significant step in Netflix's advertising journey and offers marketers new opportunities to reach Netflix's engaged audience through Google's advanced advertising platform.
