Observed Signal · Sep 24, 2025 · Partnership · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Netflix Ads Now Buyable via Amazon DSP
Netflix’s advertising inventory will be available programmatically through Amazon’s Demand-Side Platform (DSP), expanding access to Netflix’s ad-supported audience in Germany and beyond. The deal extends Netflix’s ad inventory on Amazon DSP to advertisers directly, bypassing intermediaries, and follows similar arrangements with NBCUniversal, Warner Bros. Discovery, Fox, and Paramount. Netflix’s Amy Reinhard emphasizes greater buying flexibility and easier access to Netflix’s global engaged audience as the partnership scales. Amazon Ads can reach advertisers in the US, UK, Germany, France, Spain, Italy, Brazil, Mexico, Canada, Japan, and Australia, enabling broader adoption of Netflix inventory. Marco Dohmen of TripleLift lauds the partnership as a move toward a leading DSP with a closed-loop model that links Netflix ad impressions to Amazon product views and purchases. The collaboration signals continued cross-platform monetization in streaming and retail media, with potential impact on upcoming peak-season campaigns.
Significant adtech partnership expanding DSP reach and Netflix inventory
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Key Takeaways & Evidence Grounding
- Netflix inventory will be available programmatically via Amazon DSP, including Germany.
- Netflix has over 300 million subscribers; about 100 million opted into the ad-supported option since 2022 (94 million in May prior year).
- Deals exist or have existed with NBCUniversal, Warner Bros. Discovery, Fox and Paramount to access Netflix inventory.
- Advertisers can access Netflix inventory on Amazon DSP directly, without an intermediary agency.
- Netflix's Amy Reinhard states the partnership brings greater buying flexibility and easier access to Netflix’s global engaged audience.
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Related Market Signals & Shifts
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Amazon Targets Netflix Ads with New Audience Tool
Amazon Ads announced that starting next quarter US media buyers will be able to use Amazon Audiences to target Netflix campaigns running through the Amazon DSP. The capability builds on Netflix’s September decision to make inventory programmatic in the Amazon DSP and lets advertisers cross-reference Amazon’s commerce and browsing signals with logged-in Netflix accounts. Amazon says its authenticated identity graph covers roughly 90% of US households. The move is positioned to help marketers treat streaming as a full-funnel channel by tying impressions to purchase intent and conversions. Amazon also highlighted recent ad‑tech upgrades such as Campaign Manager and a creative agent, and noted agency partnerships (including Omnicom Media) aimed at improving frequency capping and ad performance.
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.
Ben Affleck's AI Knowledge Goes Viral
Ben Affleck, the actor who sold his AI filmmaking startup to Netflix for a reported $587 million, has gone viral for demonstrating deep understanding of AI technology in recent interviews. He discussed machine learning, neural networks, and even admitted to writing Python scripts. Affleck detailed his journey from analog to digital film, his use of AI in visual effects, and his creation of a proprietary dataset for ethical AI filmmaking. He also visited OpenAI and used his celebrity status to access emerging tech. Affleck addressed AI's potential, expressing concerns about its effect on education and learned helplessness rather than existential threats. He used AI in his movie 'Animals' and emphasized the additive nature of AI in filmmaking.
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