Streaming giant Netflix has launched its new in-house ad platform, Netflix Ads Suite, to strengthen its advertising business and improve how brands connect with viewers. The platform is now available in the United States and Canada, set to roll out in Europe, the Middle East, and Africa (EMEA) next week, and will reach all 12 ad-supported markets by June 2025.
“When you compare us to our competitors, attention starts much higher and ends much higher. And even more impressive, members pay as much attention to mid-roll ads as they do to the shows and the movies themselves,” Amy Reinhard, president of advertising at Netflix, said during the company’s third Upfront event.
Netflix Ads Suite allows advertisers to target over 100 audience interests across 17 categories, such as life stages and hobbies. The platform offers more buying options, including programmatic deals, to make ad transactions easier for brands.
Ads Suite features enhanced data use, which means advertisers can now link their own first-party data through Netflix or tools like LiveRamp. This helps brands better understand viewer behavior and improve ad targeting. Netflix also partnered with third-party data providers such as Experian and Acxiom. The company revealed its clean room strategy, allowing secure data collaboration while protecting viewer privacy.
AI-enhanced ad formats coming soon
Netflix is building new first-party tools to help advertisers measure how viewers react to their campaigns. One such tool is a brand lift feature, which links viewer behavior with changes in brand perception.
Reinhard also introduced new ad formats powered by generative AI. These formats will allow brands to blend their ads into Netflix shows using overlays, buttons, and calls to action. Netflix plans to make these interactive midroll and pause ads available in all ad-supported regions by 2026.
“The foundation of our ads business is in place. And going forward, the pace of progress is going to be even faster,” Reinhard said.
Thumbnail image by yousafbhutta from Pixabay
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