Netflix has partnered with Amazon to make its global programmatic ad inventory available through Amazon’s demand-side platform (DSP), starting in Q4 2025. That means marketers across 12 countries, including the U.S., UK, Canada, and Japan, will be able to buy Netflix ad slots using Amazon’s ad tech, alongside inventory from platforms like Disney, which signed a similar deal earlier this year.
The pitch is simple: streamline TV ad buying across platforms, reduce frequency overload for viewers, and give brands more control over targeting and reach. For advertisers, Amazon DSP’s first-party data, automation, and AI-powered planning tools offer an enticing way to consolidate campaigns across multiple premium streamers.
This is a scale play. Netflix’s ad business is still finding its legs. The company only launched its ad-supported tier in late 2022 and it’s trying to build reach fast. The streamer already works with The Trade Desk, Google, and Microsoft to sell inventory, but Amazon’s DSP significantly expands distribution and offers deeper access to marketers already plugged into Amazon’s broader ad ecosystem.
Netflix’s advertising team, led by Amy Reinhard, clearly sees the writing on the wall. With subscription growth slowing and password crackdowns reaching their limit, the company’s future revenue gains increasingly hinge on advertising. That makes easy access for buyers and better targeting tools essential.
For Amazon, this isn’t just about adding another client to its DSP. It’s about making Amazon Ads the connective tissue of streaming’s fragmented ad ecosystem. In 2024, Amazon’s ad business grew 20% year-over-year, topping $56.2 billion. That’s before factoring in the scale of Prime Video’s own ad-supported rollout.
With Netflix inventory flowing through its pipes, Amazon’s DSP effectively becomes a one-stop-shop for nearly every major ad-supported streamer. That’s a big deal for media buyers and a smart way for Amazon to deepen its dominance in connected TV without needing to control all the content.
This partnership fits a larger trend. Streaming services are racing to make their ad products more effective, scalable, and integrated with traditional buying platforms. Everyone’s watching linear TV dollars shift into CTV, and no one wants to be left out.
The Amazon-Netflix deal is more than just another alliance. It’s a signal that the walls between competitors are coming down in the name of ad revenue efficiency, and that streaming’s next phase will be defined less by content exclusivity and more by infrastructure, interoperability, and access.
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