Amazon Ads and Netflix Unite to Enable Programmatic Buying on Streaming Ads

Netflix has partnered with Amazon Ads to make its ad-supported inventory available programmatically through Amazon’s Demand-Side Platform (DSP). Starting in Q4 2025, advertisers will be able to access Netflix’s premium ad slots across multiple global markets directly via Amazon DSP, marking a significant shift in how streaming inventory is bought and sold.

What’s Changing & Key Features

• Advertisers can now buy Netflix ad placements using Amazon DSP, gaining access to highly engaged audiences within Netflix’s growing ad-supported tier.
• The rollout will span major international markets including the U.S., UK, Canada, Germany, France, Italy, Japan, Brazil, Spain, Mexico, and Australia.
• This move allows advertisers to plan, bid, and measure campaign performance within Netflix content using Amazon DSP’s precision targeting and measurement capabilities.

Implications for Publishers & AdTech Professionals

Expanded Premium Inventory Access
This partnership opens the door for programmatic buyers to tap into a new pool of high-quality streaming inventory. Publishers and adtech platforms should prepare for increased competition for premium content placements.

Intensified DSP Competition
The deal raises the bar for other DSPs that lack access to Netflix inventory. Those platforms may need to enhance their offerings or form similar partnerships to stay competitive.

New Focus on Measurement and Creative Optimization
Advertisers will expect robust performance metrics and attribution models to understand ROI on Netflix campaigns. Creative strategies may need to adapt to streaming environments, which demand higher production quality and audience-tailored messaging.

Stronger Role of First-Party Data
With Amazon DSP’s advanced targeting capabilities, advertisers can leverage rich first-party data to deliver highly relevant campaigns, creating new opportunities for data-driven ad strategies.

Also Read: Koah Secures $5M to Bring Contextual Advertising into AI Apps

Strategic Considerations

• Pricing and Supply Dynamics: As Netflix inventory becomes more accessible, competition may drive CPMs higher, requiring careful ROI analysis.
• Brand Safety and Context: Advertisers will need to ensure ad placements align with premium content expectations and protect brand reputation.
• Market Scalability: Success will depend on local adoption of Netflix’s ad-supported tier and inventory availability across different regions.
• Creative Format Alignment: Advertisers will need to develop streaming-friendly creative assets to maximize engagement.

Bottom Line

The Netflix-Amazon DSP partnership signals a major shift in the streaming advertising ecosystem, making premium content accessible through programmatic buying. For publishers and adtech professionals, this development presents a powerful opportunity to tap into high-value audiences while elevating creative and data-driven strategies to compete in a rapidly evolving connected TV landscape.