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Netflix is taking steps to address the concerns of advertisers regarding its effectiveness as an advertising platform. Similar to a market research analyst, Netflix utilized its upfront presentation to showcase its advertising purchasing and measurement options. Advertisers have expressed frustration with the slow-growing scale of Netflix since it introduced ads at the end of 2022. Last year, advertisers expressed their concerns about the limitations of targeting and measurement. Netflix is determined to demonstrate that it indeed offers the options that buyers are seeking. To learn more, read this insightful piece. #netflix #adtech #programmaticadvertising

Netflix is strengthening its advertisement solutions. The advertisers have raised concerns about its slow growth, limited targeting and measurement capabilities since the launch in 2022.   🤔 What's the background? Netflix launched ads in 2022 but it looks like advertisers were not happy with their experience on the platform.   👉 Response from Netflix? Plans to launch its own ad tech platform. They are testing in Canada this year, targeting to launch in the US by Q2 2025. They have also aimed for global availability by the end of next year.   🤝 Partnerships? They are adding programmatic partners like the Trade Desk and Magnite. Aim to expand beyond Microsoft for Ad Sales.   📉 Measurements? They are collaborating with iSpot and TVision for ad measurements. Also partnering with Kantar, Cint, NCSolutions, Nielsen, EDO, Doubleverify, and IAS.   👨👨👧👦 User engagement so far? With a surge in ad - supported subscribers, reaching 40 million monthly active users globally, Netflix is setting up its game to challenge traditional broadcasters with its expanded advertising offerings.   📝 Content strategy? Venturing into live events and sports programming and also to secure deals for Christmas Day NFL Games and WWE Raw starting in 2025.   💯 Netflix is determined to prove its credibility as an advertising platform & they are focused on expanding its ad solutions and partnership opportunities to meet advertiser demands.   🧐It would be interesting to learn more about the platform once these solutions are enabled and we hope the advertisers can now measure their campaign performance. #Netflix #NetflixAds #Streaming #DigitalAdvertising #Userengagement #Marketing #StreamingAds #Campaign #Measurements Netflix Here's the link for more details -

Netflix is making major moves in the ad tech space, showcasing its growth and future plans during its upfront presentation. Here’s what you need to know: 🌟 Ad-Supported Growth: - Netflix's ad-supported plan now boasts 40 million monthly active users globally, up from 23 million in January! 📈 🛠️ New Ad Tech Platform: - Netflix will launch its own proprietary ad tech platform by next year, starting tests in Canada and aiming for a US rollout by Q2 2025, with global availability by the end of 2025. 🌐 🤝 Expanded Partnerships: - Collaborating with The Trade Desk, Google’s DV360, Magnite, and Microsoft to enhance programmatic advertising options. 📊 Enhanced Measurement: - New partnerships with iSpot and TVision, along with existing collaborations with Nielsen, EDO, DoubleVerify, and Integral Ad Science, promise better ad measurement and targeting. 🏈 Live Sports Programming: - Netflix will stream Christmas Day NFL games for the next three years and will be the home of WWE Raw starting in 2025, adding exciting live sports to its lineup. Netflix is determined to prove its value as a premium ad channel, offering more control, transparency, and engagement opportunities for advertisers. Stay tuned as Netflix continues to innovate and expand in the ad tech arena! 🎬💫 📰 Article: https://bit.ly/4aCCEYG #Netflix #AdTech #Advertising #Streaming #Innovation #LiveSports #Marketing #DigitalAds

My Take on Netflix as an Ad Tech Player: This is a significant move for Netflix. Building its own #adtech platform indicates a long-term commitment to the advertising space. ✅ Offers more sophisticated targeting and measurement options for advertisers. ✅ Gains more control over their ad inventory and #data. ✅ Potentially personalize the #adexperience for users (though user experience is a balancing act with ads). ✅ The partnerships with #programmatic platforms and #measurement vendors further strengthen their ad offerings. ✅ Reduce reliance on third-party platforms. #productmanager

✅🖥️ The Hollywood Reporter (5/14): “At its upfront preview Wednesday, the streaming giant said that it had hit the 40MM MAU number. For comparison, at its inaugural upfront last year it said it had “nearly 5MM.” In November 2023, Netflix said the ad-supported userbase had tripled to 15MM. The company says that over 40% of new signups are for the ads plan, suggesting that it is growing at a rapid pace. Also in a deal that changes the sports media landscape, the streaming giant has inked a deal to stream the NFL’s two new Christmas Day games, which it decided to carve out from its schedule earlier this year. Netflix will stream the games this year, instantly giving it access to the biggest live sports rights in the U.S. The two games on tap will be the Kansas City Chiefs vs. the Pittsburgh Steelers, and the Baltimore Ravens vs. the Houston Texans. At the same time, Netflix is shaking up its advertising technology stack, and its partners in the space. Netflix ads chief Amy Reinhard said that the company is building an in-house advertising technology platform, giving marketers new ways to buy and measure. “Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” she said. And the company is expanding its roster of buy-side programmatic partners beyond Microsoft later this summer to include The Trade Desk, Google’s Display & Video 360, and Magnite. Microsoft had been Netflix’s exclusive global ad tech partner since the tier was announced two years ago.” ⬇️ #streamingtv #ctvadvertising #netflixeffect https://lnkd.in/ebds2nzR

📢 Exciting News! Netflix Ad Inventory is Coming to DV360! 📢 Netflix's ad inventory will soon be available on DV360. This development allows advertisers and media agencies using Google’s Display & Video 360 to tap into Netflix's expansive audience through programmatic ads. Learn more: https://goo.gle/3ynAVZK #DigitalAdvertising #ProgrammaticAds #Netflix #DV360 #Marketing #AdTech #MediaBuying #AdvertisingInnovation

📺 Connect with over 88% of US households through CTV advertising! Whether you're in the retail, politics, automotive sector and more, CTV advertising amplifies your message and engages with audiences on the biggest screen in their house. 🌟 Learn more about what it is and how you can get started advertising on the biggest screen in the house: https://lnkd.in/gyNQRDR9 #ctvadvertising #ctvads #digitaladvertising #digitalmarketing #connectedtv

With Netflix launching its own ad tech, the landscape of digital advertising is set for a seismic shift. Netflix's recent launch of its own ad tech platform marks a pivotal moment in the evolution of digital advertising, particularly within the realm of CTV advertising. With a rapidly expanding ad-supported viewership now reaching 40mn monthly active users worldwide, Netflix emerges as a formidable advertising platform offering access to a highly engaged audience. This strategic move underscores Netflix's dedication to improving the advertising experience, providing advertisers with enhanced control and transparency. Additionally, Netflix's expansion into live events and sports programming aims to further drive engagement, offering advertisers real-time connection opportunities. These initiatives solidify Netflix's position as a major player in CTV advertising, promising impactful results for advertisers. In future, Netflix opening up to more DSPs will make traditional TV broadcasters lean into programmatic quicker. Exciting times ahead! #CTVAdvertising #adTech #Programmatic

https://lnkd.in/e5iGR5BK? Growing trend of ad platforms getting less transparent, both so they can use more customer data without sharing it and so they have more pricing power. Netflix is following the same path: they're using a few of the typical measurement providers for viewership and the like, but they're also tracking things like brand awareness lift and, through data on some chains, actual purchase behavior. This is more useful to track than viewing—an ad that's more memorable than what it's selling or which brand it's associated with is a waste even if it does get a large audience. But they also involve linking personal viewing data to personal spending data, and the closer the link—the more Netflix can say that a particular variant of an ad sells better than a different one—the less granular the information Netflix will be willing to share with advertisers.

While we are excited to see this new tech and ad options in #ctv, we remain a bit skeptical until we see the data and level of details that Disney Advertising will be willing to provide. We are still big believers in show level reporting and perhaps with a more tangible conversion metric available, we'll be able to see some deeper analytics and optimizations to address frequency caps and audience verification. We also hope that this is available to smaller advertisers and not so cost prohibitive that while Unilever is the beta test, they are also the only ones that can afford to implement campaigns. https://rb.gy/fg7if1