Netflix has announced that marketers can now engage in private marketplace deals through its programmatic partners, such as The Trade Desk, Google’s Display & Video 360.
According to the streaming platform, marketers will now be able to set up private 1:1 marketplace deals directly with Netflix through the programmatic platforms.
The move will allow advertisers across the globe the opportunity to access Netflix’s inventory. It will also allow advertisers to tap into new markets and reach audiences in different countries, through the platforms.
Netflix has said that it will be extending its capabilities across different buy types including programmatic guarantee in November to allow advertisers to reserve ad space upon agreed terms.
The programmatic private marketplace buys are currently available in the US, Canada, Brazil, and Mexico and will be extended more globally in the following months.
New tools and partnerships
Following its original announcement in May, Netflix has introduced new tools and partnerships, aiming to allow advertisers to buy ads more easily, measure their effectiveness better and ensure user privacy.
The platform will allow advertisers to measure campaign performance using NielsenOne, Lucid (or Cint), EDO Inc., NCSolutions, Kantar and Affinity Solutions as part of its measurement suite.
The streaming entertainment has also partnered with Google’s Campaign Manager 360 and Innovid for impression verification, and extended its partnership with DoubleVerify and Integral Ad Science to curb ad fraud across programmatic channels.
Netflix will extend its campaign performance measurement suite into NielsenOne, Lucid (or Cint), EDO Inc., NCSolutions, Kantar, and Affinity Solutions for all buy types.
They have also partnered with clean room suppliers Snowflake, InfoSum and LiveRamp to create a privacy-safe environment for our members and advertisers.
These clean rooms will allow advertisers to determine audience overlap, post-campaign reach and frequency, and last-touch attribution in a secure environment.
Netflix has also said that it will be launching its in-house ad tech platform, which will be first tested in November before its global launch in 2025.
Netflix advertisers deals
Netflix shared that it has significantly increased its ad sales commitments by over 150 per cent compared to last year with investments from advertisers across CPG, tech & entertainment, auto, QSR, and retail sectors.
The streaming platform shared that they’ve secured deals with all major advertising agencies and independent companies.
Netflix has also partnered with brands to advertise within popular Netflix shows like Squid Game, Wednesday, Bridgerton, and live events like WWE Raw and NFL games.
