The streamer announced the move in its second upfront presentation to advertisers this week, saying it will give advertisers new ways to buy, new ways to leverage, and new ways to measure.
“By bringing our ad technology in-house, we will be able to power our advertising plans with the same level of excellence that has made Netflix the leader in streaming technology today,” said Amy, President of Advertising at Netflix. Reinhardt said. The company initially partnered with Microsoft to provide ad tech.
Netflix's ad-supported plans now have 40 million monthly active users worldwide, up from 5 million a year ago. Currently, more than 40% of all subscriptions in countries where Netflix has advertising inventory come from advertising plans. The company has a total of 270 million subscribers.
Read more Disney+ prepares first immersive Marvel project for Apple Vision Pro
Netflix also introduced new partners that advertisers can use to measure and verify the effectiveness 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, which joins Microsoft as a key programmatic partner for advertisers.
“We want our members to have a great experience, so we're very strategic about how we display our ads. We conduct in-depth consumer research to ensure we stay ahead of our competitors. and create better opportunities for our members and brands,” said Reinhardt.
During the presentation, Netflix also announced that it will be the world home for two of this year's NFL Christmas Day games, further strengthening its commitment to live sports. At least one NFL game will also be offered in 2025 and 2026.
Warner Bros. Discovery sets release date for 'Max' in France, Poland, Netherlands and Belgium
