Netflix Expands Advertiser Capabilities
Netflix’s expanded buying capabilities include allowing marketers to set up private 1:1 marketplace deals directly with Netflix through The Trade Desk, Google’s Display & Video 360, or Xandr.
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Global streaming platform Netflix has recently reported that they have closed deals with all major holding companies as well as independent agencies, with a 150% plus increase in upfront ad sales commitments over 2023, in line with their expectations. Upfront commitments include investments from all key categories like CPG, tech & entertainment, auto, QSR, and retail.
Netflix closed partnerships for a number of their upcoming films and series, including fan-favourites ‘Squid Game,’ ‘Wednesday,’ ‘Outer Banks,’ ‘Happy Gilmore 2,’ ‘Ginny & Georgia,’ and ‘Love is Blind’ as well as deals around highly anticipated live events including WWE Raw, and the Christmas Day NFL games.
A recent example of this commitment is for the third season of ‘Bridgerton’ where they secured multiple international on-screen title sponsors including Pure Leaf, Amazon Audible, Puig, Booking.com, Stella Artois, and Hilton.
They have also partnered with LVMH, COTY Gucci, Kaiku Caffee Latte, Aeromexico, Google, and Rakuten for the highly anticipated return of ‘Emily in Paris.’
“Over the last few months, we’ve hit great milestones for our ads business, including closing another successful Upfront market, building and implementing an expanded programmatic suite, enhancing our global measurement capabilities, and securing impactful global ad campaigns,” Netflix said in a press statement.
Netflix’s expanded buying capabilities include allowing marketers to set up private 1:1 marketplace deals directly with Netflix through The Trade Desk, Google’s Display & Video 360, or Xandr. They are working to extend the capabilities across different buy types including programmatic guarantee in November.
Moreover, they have introduced Google’s Campaign Manager 360 and Innovid for impression verification and extended their existing DoubleVerify and Integral Ad Science relationship for fraud and viewability verification into programmatic channels. These solutions will then be available across all buying channels in October.
Netflix will also extend its campaign performance measurement suite into NielsenOne, Lucid (or Cint), EDO Inc., NCSolutions, Kantar, and Affinity Solutions for all buy types.
They have also partnered with clean room suppliers Snowflake, InfoSum, and LiveRamp to create a secure and privacy-safe environment for their members and advertisers. The Clean Rooms will allow advertisers to determine audience overlap, post-campaign reach and frequency, and last-touch attribution in a secure environment. Meanwhile, Snowflake Data Clean Rooms is available for partners today, and InfoSum and LiveRamp will launch in the coming months.
“We’ll continue to improve the Netflix ads plan to ensure our members are delighted by the experience while simultaneously creating solutions that deliver results for our marketers, putting brands at the centre of the best shows and films in the world, to a highly valuable and engaged audience,” Netflix concluded.
