Netflix is expanding its programmatic ad footprint and making its Cannes Lions pitch a little louder by officially adding Yahoo DSP to its list of programmatic buying partners. The move strengthens Netflix’s pitch to media buyers by giving them another familiar and scalable DSP through which to access its premium inventory.
Yahoo joins The Trade Desk, Google Display & Video 360, and Microsoft as one of four platforms advertisers can now use to programmatically buy Netflix ad inventory. This new partnership is expected to roll out later this year across all 12 countries where Netflix offers its ad-supported tier.
Amy Reinhard, president of advertising at Netflix, said the integration with Yahoo is aimed at “driving performance for Netflix advertisers,” emphasizing the companies will collaborate on advanced targeting to deliver better outcomes for clients.
This follows a recent series of enhancements to Netflix’s ad tech stack, including broader targeting capabilities and increased use of first-party data. Marketers can now target over 100 user interests spanning more than 17 categories, and Netflix has opened up the ability for advertisers to match their first-party data with Netflix’s own audience signals for more precise reach and behavioral insights.
On Yahoo’s side, the company’s SVP of global revenue, Alia Lamborghini, framed the deal as a big win for marketers looking to simplify cross-platform CTV buys: “This integration makes it easy for advertisers to incorporate Netflix into their broader CTV strategies without added complexity.”
The announcement also continues the momentum Netflix started at its 2024 Upfront presentation, where it revealed that its ad-supported plan now reaches 94 million users, up from 70 million in November. With more than 301 million global subscribers overall, Netflix’s ad-supported footprint remains a smaller share of total viewership, but the company is betting on scaled targeting tools and brand-safe environments to make its ad tier more attractive.
Yahoo’s inclusion could also give Netflix more credibility and reach in global programmatic markets as it enters a competitive ad environment during Cannes Lions week. Combined with Netflix’s upcoming expansion of its in-house Ads Suite and early experimentation with AI-enhanced contextual ad placements, the company is signaling that it intends to compete seriously in the global TV ad market. Netflix is positioning itself not just as a premium subscription platform but as a meaningful player in the ad-supported video space.
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