Netflix has announced plans to launch an in-house advertising technology platform by the end of 2025.
The streamer said this will give advertisers new ways to buy, new insights to leverage, and new ways to measure impact.
At the streamer’s ‘Upfront’ presentation at Pier 59 Studios in New York, Amy Reinhard, Netflix’s President of Advertising, said its ad-supported tier now had 40 million subscribers globally, an increase of 5 million on 12 months ago.
Over 40% of all signups in countries where the tier is available now opt for the ad-supported tier.
“Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” said Reinhard.
“We’re being incredibly strategic about how we present ads because we want our members to have a phenomenal experience. We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members and better for brands,” said Reinhard.
Netflix also featured new partners that advertisers can use to measure and verify the impact of their campaigns, including Affinity Solutions, DoubleVerify, EDO Inc, Integral Ad Science, iSpotTV, Kantar, Lucid, NCSolutions, Nielsen and TVision.
This summer, Netflix will also expand its buying capabilities to include The Trade Desk, Google’s Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.
Source: https://www.broadbandtvnews.com/2024/05/16/netflix-to-run-own-ad-tech-platform/