The news: Netflix has added Yahoo’s DSP to its roster of partners, joining Google DV360, The Trade Desk, and Microsoft to support programmatic buying in 12 countries, the company announced at Cannes Lions 2025.
- Brands can now activate first-party data and target across more than 100 interest segments and 17 content categories, giving marketers more precision and flexibility.
- Its in-house ad platform, Netflix Ads Suite, is now available in all ad-supported markets, including the US, UK, Japan, Brazil, and Germany.
From cautious to confident: Netflix’s ad chief Amy Reinhard said the company is moving beyond its "crawl, walk, run" approach, signaling it now sees itself as a full-fledged adtech player.
- With 94 million monthly active users on its ad-supported tier, Netflix has the reach to draw performance and brand buyers alike.
- By expanding DSP access and enabling audience matching, Netflix is aiming to offer personalization at scale—without the brand safety risks of social platforms.
- These changes also respond to a larger shift in the connected TV space, with platforms like Roku and Amazon embracing greater DSP interoperability.