"Such alliances may help as Madison Avenue grapples with a glut of broadband-TV inventory on the market, much of the supply growing due to the entrance of both Amazon and Netflix into ad-supported streaming. This partnership will deal primarily with so-called "programmatic" advertising, or digital inventory that gets bought based on algorithms that define qualities of the specific consumers being sought by a marketer."
"Under terms of the agreement, advertisers can use Amazon DSP to gain direct access to Netflix's premium ad inventory. The offering will be available in the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia. The new service will be available starting in the fourth quarter of 2025. "By integrating Amazon DSP and enabling even more advanced capabilities together over time, we're making it easier than ever to connect with Netflix's global engaged audience," said Amy Reinhard, president of advertising at Netflix."
Amazon will offer advertisers the ability to buy Netflix premium ad inventory programmatically through Amazon DSP. The service will launch in the fourth quarter of 2025 and will be available in multiple countries including the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia. The partnership aims to simplify TV planning and buying by centralizing programmatic inventory, reduce repetitive commercials seen by the same consumers, and improve ad effectiveness through better targeting. Similar industry deals have paired major platforms and publishers to address an expanding ad-supported streaming inventory.
Read at Variety
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