Netflix Collaboration: Amplifying Advertisement Range via Programmatic Advertising with Yahoo DSP Alliance
Netflix is taking a significant step forward in its advertising strategy, partnering with Yahoo DSP to expand its programmatic advertising offerings. This partnership, set to launch globally in October 2025, will enable advertisers to purchase ad inventory on Netflix across all 12 of its ad-supported countries.
The goal of this collaboration is to drive improved performance for Netflix advertisers. Yahoo DSP will partner with Netflix on advanced targeting segments, allowing advertisers to target over 100 interests across more than 17 categories, including life stages. This expanded targeting capability is a result of Netflix's recent update to its ad technology.
This move supports Netflix’s broader advertising strategy, as the ad-supported tier now accounts for over 50% of new sign-ups in its 12 markets. The company expects to roughly double ad revenue in 2025. The partnership complements enhanced targeting (including expansion to 8 supported languages) and new ad formats planned for rollout by 2026.
Netflix's ad business is seeing strong advertiser interest, especially for premium content and live programming like WWE Raw and NFL games. The Yahoo DSP partnership extends options for advertisers during such high-demand periods, backed by Netflix’s proprietary ad platform, Netflix Ads Suite.
Alia Lamborghini, Senior Vice President of Global Revenue at Yahoo DSP, commented that the partnership will offer access to highly engaged audiences in a trusted, brand-safe environment. Amy Reinhard, President of Advertising at Netflix, stated that the integration with Yahoo DSP is aimed at driving performance for Netflix advertisers.
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[3] Netflix Expands Programmatic Advertising with Yahoo DSP Partnership
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- In an effort to boost ad revenue and drive improved performance for advertisers, Netflix has teamed up with Yahoo DSP to expand its programmatic advertising offerings, which includes advanced targeting segments and technology.
- Netflix and Yahoo DSP have partnered to offer access to highly engaged audiences in a trusted, brand-safe environment, using technology to supercharge advertising performance across various business categories.
