Netflix Enhances Global Programmatic Advertising Capabilities

LOS ANGELES, CA – June 17, 2025 – Netflix today announced a significant expansion of its global programmatic advertising offerings through a new partnership with Yahoo DSP. This collaboration will enable advertisers to programmatically purchase ad inventory on Netflix, effective later this year across all 12 of the streaming service’s ad-supported countries.

Strategic Integration for Advertiser Performance

Amy Reinhard, President of Advertising at Netflix, stated, “Integrating Yahoo DSP is all about driving performance for Netflix advertisers. We will partner together on advanced targeting segments to optimize the best results for our clients.” This new integration positions Yahoo DSP alongside existing programmatic partners, The Trade Desk, Google, and Microsoft, further diversifying Netflix’s ad buying options for its global clientele.

Yahoo DSP’s Role in Simplified Ad Buying

Alia Lamborghini, Senior Vice President of Global Revenue at Yahoo DSP, commented on the partnership: “We’re excited to bring Netflix’s premium ad-supported inventory to Yahoo DSP clients, offering access to highly engaged audiences in a trusted, brand-safe environment. This integration makes it easy for advertisers to incorporate Netflix into their broader CTV strategies without added complexity.”

Ongoing Advancements in Netflix’s Ad Technology

This announcement follows recent updates from Netflix’s upfront week presentation, which highlighted expanded targeting capabilities, now allowing advertisers to target over 100 interests across more than 17 categories, including life stages. Furthermore, the company plans to broaden the availability of Netflix Ads Suite, its in-house ad platform, across all 12 ad-supported countries this month. Netflix is also developing AI-enhanced ad products designed to seamlessly integrate advertisements within the environments of its popular shows, such as Stranger Things and Wednesday, creating more immersive brand experiences.

About Netflix

Netflix is a global streaming entertainment service with over 270 million paid memberships in over 190 countries, enjoying TV series, films, and games across a wide variety of genres and languages. Members can play, pause, and resume watching as much as they want, anytime, anywhere, and can change their plans at any time.

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