Google Revealed the Integration of Netflix’s Ad Inventory into its Display and Video 360 (DV360) Platform

Following its May announcement, the company is providing advertisers with enhanced buying options, better insights, and more comprehensive impact measurements. Google plans to launch its in-house ad tech platform, with testing set for November in Canada and a global rollout in 2025.

Expanded Buying Options:

• Marketers can now create private 1:1 marketplace deals directly with Netflix using platforms like The Trade Desk, Google’s DV360, and Xandr. By November, these capabilities will be extended to include programmatic guarantee options.
• Google has introduced Campaign Manager 360 and Innovid for impression verification, while extending existing fraud and viewability verification tools from DoubleVerify and Integral Ad Science to programmatic channels. These features will be available across all buying channels starting in October.
• In recent weeks, multiple programmatic campaigns have been executed with brands such as Expedia, Ford, T-Mobile, Mercedes-Benz, Novartis, and American Eagle.
• Currently, programmatic private marketplace deals are available in the US, Canada, Brazil, and Mexico, with global expansion planned in the coming months.

New Measurement Partnerships:

• Beginning this September, UK advertisers can leverage Netflix’s ad-supported plan within Barb’s Advance Campaign Hub (ACH) for more streamlined campaign planning.
• Netflix will extend its campaign performance measurement tools to NielsenOne, Lucid (or Cint), EDO Inc., NCSolutions, Kantar, and Affinity Solutions later this year, covering all buying types.
• Partnerships with clean room providers Snowflake, InfoSum, and LiveRamp will allow advertisers to securely analyze audience overlap, post-campaign reach and frequency, and last-touch attribution. Snowflake’s Data Clean Rooms are available now, with InfoSum and LiveRamp launching soon.

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Over recent months, Google has achieved significant progress in its advertising business, successfully closing another Upfront market and enhancing its programmatic suite and global measurement capabilities. The company remains committed to refining Netflix’s ad-supported plan, aiming to deliver a superior viewing experience for users while providing effective marketing solutions that place brands alongside top-tier content for a highly engaged audience.