United States – Amazon Ads and Netflix have announced a new partnership that will give advertisers direct access to Netflix’s advertising inventory using Amazon’s demand-side platform (DSP), set to launch in the fourth quarter of 2025.
The integration will be available in 11 countries, including the United States, the United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia. Marketers using Amazon DSP in these regions will be able to purchase ad space across Netflix’s platform.
“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, senior vice president at Amazon Ads.
Netflix’s president of advertising, Amy Reinhard, said: “This partnership with Amazon 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.”
Amazon DSP is a platform used by Amazon Ads clients to plan, purchase and measure programmatic advertising. It utilises first-party data and artificial intelligence to deliver targeted advertisements and incorporates clean room technology to facilitate collaboration between advertisers and publishers. In 2024, Amazon Ads has updated its DSP, driving a precise full-funnel audience reach using AI ad tools. This enabled simplified workflows that simplified campaign creation for easier launch and monitoring.
