Amazon and Netflix strike advertising deal
Amazon Ads and Netflix have partnered to allow brands using Amazon DSP to book ads on the streaming video platform.
The offering will be available in eleven markets, including Australia, and will be integrated into Amazon DSP from the fourth quarter of 2025.
“This partnership with Amazon perfectly aligns with our commitment of bringing advertisers even greater flexibility in their buys to achieve their marketing goals,” said Netflix’s president of advertising, Amy Reinhard.
“By integrating Amazon DSP and enabling even more advanced capabilities together over time, we’re making it easier than ever to connect with Netflix’s global engaged audience.”
Netflix initially had an exclusive deal with Microsoft to sell its advertising inventory, which it entered into in mid-2022, but from mid-2024 access to Netflix inventory expanded to include Google’s Display & Video 360, The Trade Desk, and Magnite.
In addition, the streamer is developing its own in-house ad tech platform, which Reinhard said at the company’s 2025 upfront is expected at the end of the year.
“Bringing our adtech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” said Reinhard.
Paul Kotas, senior vice president at Amazon Ads, said the company’s goal with the deal is “to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads.”
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