Netflix has announced that it is expanding its global programmatic offering for its advertising business by partnering with Yahoo DSP. This will enable clients to buy Netflix advertising through Yahoo programmatically, and will be available later this year in all 12 of the streaming service’s ad-supported countries.

“Integrating Yahoo DSP is all about driving performance for Netflix advertisers, so we will partner together on advanced targeting segments to optimise the best results for our clients,” said Amy Reinhard, President of Advertising at Netflix. “This partnership is another milestone for the ads business, giving our global clients even more optionality in their buying. Our focus has always been to offer the best advertising experience to our clients and members, and we’re excited to continue to give clients the ability to reach the most engaged and attentive ad-supported viewers”.

Yahoo DSP will join The Trade Desk, Google Display and Video 360, and Microsoft as Netflix’s programmatic partners. Most recently, Netflix enhanced its programmatic offering to include expanded targeting, allowing advertisers to target more than 100 interests in over 17 categories, including life stages. Netflix also now allow clients to incorporate their first-party data to match against the Netflix ads audience for behavioural insights and targeting.

“Its all about giving our partners even more flexibility to buy against the incredibly engaged global audience coming to Netflix to watch their favourite series and films every day,” continued Reinhard.

“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. By expanding our premium supply and enabling unified planning, activation, and measurement, we’re helping marketers drive stronger performance and greater impact,”  added Alia Lamborghini, SVP, Global Revenue at Yahoo DSP

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Tags: advertising, netflix, Yahoo