Amazon and Netflix have set an advertising partnership, allowing marketers to use Amazon’s demand-side platform to access Netflix inventory.
The pact is along the lines of a major team-up between Amazon and Disney announced last June, and it highlights the shift of ad dollars from traditional linear TV to streaming.
The new offering will be available starting in the fourth quarter of this year in the U.S., UK, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia.
Amazon says its DSP gives customers more choice and flexibility by leveraging first-party data and a suite of technology solutions designed to increase efficiency. AI tools help match ads to audiences in an automated process that streamlines campaign planning, buying, and measurement.
In recent years, Amazon has built up its presence in the ad business, hitting a new level in 2024 when it started running ads across all programming on Prime Video. Coupled with splashy moves like acquiring NFL and NBA rights and ramping up a slate of original films, including bulked-up rights to James Bond, the company is looking to continue to make strides as a major seller of advertising. In 2024, its total ad revenue climbed 20% over 2023, reaching $56.2 billion.
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Netflix, meanwhile, is also gaining traction in advertising, albeit with a more bespoke strategy. The company has made big bets on sports but is also honing the ad capabilities it launched in 2022 and matching them to high-profile programming like Wednesday and the final episodes of Stranger Things.
“We’re delighted to enter into this partnership with Netflix, enabling brands to reach their subscribers and extensive library of premium content with Amazon DSP. Our goal is to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads,” said Paul Kotas, SVP, Amazon Ads.
Amy Reinhard, President of Advertising at Netflix said the partnership “perfectly aligns with our commitment of bringing advertisers even greater flexibility in their buys to achieve their marketing goals. By integrating Amazon DSP and enabling even more advanced capabilities together over time, we’re making it easier than ever to connect with Netflix’s global engaged audience.”