Netflix has just formed an alliance with Amazon Ads, thereby becoming programmatic advertising partners. This agreement will provide advertisers who use Amazon DSP with direct access to Netflix’s premium ad inventory.
Both companies anticipate that this integration will be enabled beginning in the fourth quarter of 2025. Additionally, the countries where Amazon DSP advertisers will be able to access Netflix’s premium inventory are: Spain, Germany, Australia, Brazil, Canada, the United States, France, Italy, Japan, Mexico, and the United Kingdom.
Paul Kotas, Senior Vice President at Amazon Ads, stated: “We are delighted to begin this partnership with Netflix, which will enable brands to reach Netflix’s subscribers and its extensive library of premium content through Amazon DSP. Our goal is to remove uncertainty for advertisers by streamlining the management of all their TV planning and buying with Amazon Ads.”
Meanwhile, Amy Reinhard, President of Advertising at Netflix, also agreed on the advantages of this alliance for both companies and for advertisers: “This partnership with Amazon is perfectly aligned with our commitment to providing advertisers with greater flexibility in their purchasing so they may achieve their marketing objectives. By integrating Amazon DSP and enabling even more advanced capabilities over time, we are making it easier than ever to connect with Netflix’s highly engaged and global audience.”
This is not the first time that Amazon has joined forces with one of its competitors in the streaming content sector, as in June of this year it announced a strategic integration with Disney Advertising. It is evident that rivalries in a given sector can be set aside when it comes to promoting business in another area.
Amazon DSP (Demand Side Platform) is a platform that allows clients of Amazon Ads to purchase ads programmatically. This service utilizes unique first-party insights combined with state-of-the-art clean room technology to connect advertisers and publishers.
Additionally, Amazon DSP also employs advanced artificial intelligence to deliver high-impact ads to relevant audiences by means of automation that optimizes the planning, purchasing, and measurement of campaigns.
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