Overview

• Advertisers will be able to buy Netflix’s ad-supported inventory through Amazon’s demand-side platform starting in the fourth quarter.
• The rollout covers 11 countries, including the U.S., U.K., France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia.
• Netflix’s ad chief Amy Reinhard called the move a way to give brands more flexibility, while Amazon’s Paul Kotas pitched simpler TV planning and buying within Amazon Ads.
• The integration completes Netflix’s access across major DSPs such as Google DV360, The Trade Desk, Yahoo and Microsoft, and brings Amazon’s first‑party commerce data and DSP fee incentives into play.
• Industry reaction highlighted competitive pressure on independent DSPs, with The Trade Desk shares falling more than 10% as Amazon extends similar partnerships with Disney, NBCUniversal, Roku and others.