Netflix has announced plans to launch its own ad tech platform in response to advertisers' complaints about limited targeting and measurement options. The company's ad-supported plan now has 40 million monthly active users globally, a significant increase from 23 million in January. Netflix's proprietary ad tech platform is set to roll out by next year, with testing beginning in Canada this year and a planned US launch by Q2 2025.
Netflix's President of Advertising, Amy Reinhard, stated that the goal is to give Netflix as much control over its ad tech as it does over its streaming tech, and to provide agencies with more control and transparency. The company also announced new programmatic partnerships with The Trade Desk, Google’s DV360, and Magnite, alongside existing partner Microsoft.
On the ad measurement front, Netflix revealed new partnerships with iSpot and TVision, similar to those with Kantar, Cint, and NCSolutions announced last month. Netflix also works with Nielsen, EDO, DoubleVerify, and Integral Ad Science.
To boost viewing time and generate more ad revenue, Netflix is focusing on live events and sports. The company has secured a deal to stream Christmas Day NFL games for three years and will be the home of WWE Raw starting in 2025. The success of these initiatives will depend on negotiations with advertisers.
