Overview

• Advertisers will be able to purchase Netflix’s premium inventory through Amazon DSP in the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia beginning in the fourth quarter of 2025.
• Amazon Ads executive Paul Kotas said the integration is meant to make TV planning and buying simpler for marketers, while Netflix advertising chief Amy Reinhard emphasized greater flexibility in campaign execution.
• The pact adds Amazon to Netflix’s existing programmatic partners, which include Yahoo DSP, The Trade Desk, Google and Microsoft.
• Industry rationale cited for the tie-up includes improving audience targeting and capping frequency to reduce duplicate exposures across connected-TV environments.
• Context for the move includes Netflix’s ad tier surpassing 94 million monthly active users as of May and Amazon’s recent CTV deals, such as a similar agreement with Disney announced earlier this year.