Netflix Partners with Amazon Ads for Programmatic Buying
Netflix is partnering with Amazon Ads to offer programmatic ad buying on its ad-supported plan through Amazon’s DSP, starting in Q4 2025. The integration will be available in 12 markets, including the US, UK, Germany, and Japan.
Through Amazon’s DSP, advertisers will be able to access Netflix’s premium inventory using tools like first-party data, clean room technology, and AI-powered automation for more precise targeting and measurement. Amazon also provides discounted fees for purchases of third-party CTV inventory, potentially lowering costs for advertisers.
The move adds new pressure in the programmatic advertising space. The Trade Desk, a major demand-side platform, saw its stock drop after the announcement, reflecting the competitive implications of Amazon entering Netflix’s ad market.
The partnership could shift how campaigns are planned and optimized, with programmatic buying now available for one of the largest streaming audiences. Integration with Amazon’s DSP allows for unified reporting and audience targeting across platforms. Making Netflix inventory easier to include in broader marketing strategies.
As of now, Netflix’s ad-supported plan is not available in Ireland. The service is expected to roll out in additional countries over the time, but no specific timeline has been announced for Ireland.
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