Netflix Expands Programmatic Availability With Yahoo DSP
The partnership reflects Netflix’s commitment to providing advertisers with greater choice and reach, enabling them to tap into a highly engaged global audience that turns to Netflix daily for series and films.
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Netflix has announced the expansion of its global programmatic offering for its advertising business by partnering with Yahoo DSP. This new partnership will enable clients to buy Netflix advertising through Yahoo programmatically and will roll out later this year across all 12 of Netflix’s ad-supported countries.
Integrating Yahoo DSP is aimed at driving performance for Netflix advertisers, with both companies collaborating on advanced targeting segments to deliver optimal results for clients.
“This will enable clients to buy Netflix advertising through Yahoo programmatically, and will be available later this year in all 12 of our ad-supported countries,” said Amy Reinhard, Netflix’s President of Advertising, in a prepared statement.
“Integrating Yahoo DSP is all about driving performance for Netflix advertisers, and we will partner together on advanced targeting segments to optimise the best results for our clients.”
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This marks a step forward in Netflix’s advertising efforts, offering global clients increased flexibility in their buying strategies. The move supports Netflix’s aim to offer a balanced experience for both advertisers and viewers, helping brands reach a highly engaged audience.
Yahoo DSP will join The Trade Desk, Google Display & Video 360, and Microsoft as Netflix’s programmatic partners. Recently, Netflix also enhanced its ad offering by introducing expanded targeting capabilities, allowing advertisers to reach more than 100 interests across over 17 categories, including life stages.
Clients now also have the ability to incorporate their own first-party data to match against Netflix’s ads audience for behavioural insights and improved targeting.
“We’re excited to bring Netflix’s premium ad-supported inventory to Yahoo DSP clients, offering access to highly engaged audiences in a trusted, brand-safe environment,” said Alia Lamborghini, senior vice president of global revenue at Yahoo DSP, in a prepared statement.
“This integration makes it easy for advertisers to incorporate Netflix into their broader CTV strategies without added complexity.”
This partnership reflects Netflix’s commitment to providing advertisers with greater choice and reach, enabling them to tap into a highly engaged global audience that turns to Netflix daily for their favourite series and films.
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