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Amazon Ads will begin selling Netflix ad inventory through its demand-side platform from the December quarter in a global partnership covering 12 markets, including Australia.
The deal gives advertisers using Amazon DSP access to Netflix’s ad-supported content in the US, UK, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia.
“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,” said Paul Kotas, senior vice president, Amazon Ads.
“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,”
Netflix’s president of advertising, Amy Reinhard, said the move aligned with the streaming giant’s broader plans to simplify ad buying across its platform.
“This partnership with Amazon perfectly aligns with our commitment of bringing advertisers even greater flexibility in their buys to achieve their marketing goals,” she said.
“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 uses first-party data and AI-driven automation to serve ads across connected TV and other digital formats.
The platform is pitched as a one-stop solution for planning, buying and measuring campaigns.
This is the first time Netflix has opened up access to its ad inventory programmatically through a third-party platform.
Previously, Microsoft was its exclusive global sales partner.
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