The news: Netflix ads will soon offer retail-level data. The streamer will begin leveraging Amazon’s shopping signals in Q2 through its new Conversion API, enabling brands that purchase Netflix inventory via Amazon’s DSP to apply Amazon Audiences to their campaigns for improved targeting.

The partnership is part of Netflix’s broader effort to move toward performance advertising beyond its current demographic and contextual capabilities. Advertisers on Netflix can now leverage browsing, shopping, and streaming data to target viewers according to actual buying behavior.

Netflix is also enhancing audience access using Yahoo DSP, allowing advertisers to leverage deterministic Yahoo audiences built from behavioral, purchase, life-stage, and global interest signals.

CTV shifts to commerce: Commerce data is increasingly integrating into CTV through strategic partnerships and platform innovations.

• Amazon established a partnership with Netflix in September that enabled advertisers in various countries to purchase ad inventory on Netflix through Amazon DSP. This latest expansion deepens that relationship, extending Amazon’s role in facilitating Netflix ad demand through its DSP.
• Amazon also has a partnership with Roku that brings its inventory to Amazon’s DSP. This deal allows advertisers to access channels available via both Roku and Fire TV devices, with early tests giving advertisers 40% more viewers at no additional cost and 30% reduced repeat ad placements.
• Retail media and CTV are merging through data partnerships and acquisitions. Walmart’s acquisition of Vizio enables the retailer to expand its ad reach while leveraging first-party purchase data.
• Beyond the growing convergence of retail media and CTV, ads are shifting toward shoppability. Interactive formats are gaining traction, with marketers increasingly leveraging QR codes and click-to-purchase functionality that allows viewers to transact directly from their TV screens.

Implications for marketers: The emerging role of commerce is transforming how marketers approach their CTV strategies.

• With Amazon controlling nearly 80% of the US retail media market, advertisers now have access to transactional and behavioral data that allows for precise targeting and improved measurement. This means marketers can optimize campaigns based on performance KPIs rather than just reach or impressions.
• The convergence of CTV and retail media is prompting brand marketers to review—and consider reallocating—ad budgets. Netflix’s integration with Amazon DSP offers a growing opportunity for advertisers to shift more dollars into CTV, as it strengthens the channel’s ability to deliver performance-driven outcomes—a previous barrier to CTV investment.
• CTV ad buyers cite difficulty proving incremental ROAS (37.9%) and lack of supply path and inventory transparency (27.4%) as two key barriers to greater CTV investment, per EMARKETER/Olyzon. The Netflix and Amazon DSP integration could alleviate these concerns by linking CTV exposure to Amazon purchase data for clearer measurement and improved transparency.
• The integration of commerce into CTV offers a growing opportunity for advertisers to execute full-funnel strategies, pairing TV’s branding power with digital precision to drive outcomes from awareness through conversion.