Observed Signal · Jun 16, 2025 · Partnership · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
Netflix Adds Yahoo DSP to Programmatic Lineup
Netflix announced a programmatic partnership with Yahoo DSP that will make Netflix inventory available via Yahoo’s demand-side platform to ad-supported viewers in 12 countries later in the year. The deal adds Yahoo DSP to Netflix’s existing programmatic partners — The Trade Desk, Google Display & Video 360 and Microsoft — and aims to improve campaign performance and buying flexibility. Netflix has recently upgraded targeting (over 100 interests across 17+ categories) and enabled first-party data integration for advertisers. Netflix ad president Amy Reinhard and Yahoo DSP SVP Alia Lamborghini provided statements highlighting performance, brand safety and simplified CTV strategy integration. The move supports Netflix’s effort to scale its ad-supported tier, which counted nearly 95 million global users earlier this year.
Expands programmatic access to Netflix’s CTV inventory via a major DSP, increasing buying flexibility for advertisers and affecting CTV media planning and demand-side strategies.
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Key Takeaways & Evidence Grounding
- Netflix is adding Yahoo DSP to its programmatic ad tech lineup.
- Netflix said Yahoo DSP access will be available to its ad-supported viewers in 12 countries later this year.
- Yahoo joins The Trade Desk, Google Display & Video 360, and Microsoft as programmatic partners for Netflix.
- Netflix recently introduced targeting with over 100 interests across more than 17 categories and enabled first-party data integration for advertisers.
- Netflix’s ad-supported tier had nearly 95 million global users earlier this year.
Connected Companies & Entities
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Recent verified developments and strategic activity across this market segment.
Netflix Leverages Amazon Data for Enhanced Ad Targeting
Netflix will enable advertisers buying Netflix inventory through Amazon DSP to apply Amazon Audiences—segments built from Amazon users’ shopping, browsing, and streaming behavior—starting in Q2 in the U.S. The capability brings retail-grade purchase signals into Netflix’s ad-supported streaming environment and will roll out to additional ad-supported markets later in the year. Netflix is also opening audience activation via Yahoo DSP using deterministic Yahoo audiences. To support performance measurement and attribution, Netflix is introducing a Conversion API that it says delivered >75% outperformance in early tests with Tinuiti. These integrations extend Netflix’s programmatic interoperability, building on the prior launch of the Netflix Ads Suite and the decision to make inventory available via Amazon DSP.
Netflix Boosts Ad Targeting with New DSP Partnerships
Netflix announced updates to its Ads Suite that expand audience targeting and outcome measurement for advertisers. The streamer is adding deeper integrations with Amazon’s DSP (enabling Amazon Audiences segments) and Yahoo DSP (activating Yahoo audience signals) for programmatic buys, with the integrations scheduled to go live in Q2 starting in the US and later expanding to other markets. Netflix also developed its own Conversion API (CAPI) tools to let advertisers connect marketing data—such as conversions and website activity—to Netflix’s ad platform to better attribute outcomes. The company has run tests of the CAPI tools with independent agency Tinuiti in the US and is broadening availability. These moves follow Netflix’s 2022 ad-tier launch and the rollout last year of its in-house advertising technology, reflecting a push to show measurable outcomes and give buyers more targeting confidence.
Microsoft Xbox creates new division for films, series, parks
Microsoft's Xbox gaming division announced the creation of a new business unit dedicated to films, television series, and theme park attractions. The move signals an expansion into entertainment and immersive experiences beyond video games, leveraging Xbox's intellectual property. This strategic diversification is part of Microsoft's broader ambition to grow its media and entertainment footprint, following trends seen across the industry. The new division will focus on developing and producing content based on Xbox franchises, potentially opening new revenue streams for the company. Financial details or a timeline for the division's operations have not been disclosed.
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