Netflix is adding new buying and measurement capabilities for advertisers on its ad-supported tier as it continues to build out the Netflix Ads Suite launched last year.
The streaming platform said advertisers will gain new targeting tools, improved controls over ad frequency across streaming services, and enhanced ways to reach defined audiences at scale.
From Q2 in the United States, with a rollout to other ad-supported markets later in the year, advertisers will be able to access expanded targeting capabilities through integrations with Amazon DSP and Yahoo DSP.
Through Amazon DSP, advertisers will be able to use Amazon Audiences to inform programmatic ad buys on Netflix. The audience segments are built from Amazon’s shopping, streaming and browsing signals and are designed to help brands reach viewers based on lifestyle, interests and current purchasing behaviour.
Netflix said the combination of Amazon’s data signals and its own engaged viewer base should allow advertisers to reach more relevant audiences and improve campaign performance.
Advertisers buying through Yahoo DSP will also be able to activate deterministic Yahoo audience segments on Netflix deals. These audiences are derived from hundreds of millions of global Yahoo signals, including interest, behavioural, purchase and life-stage data.
The move is intended to provide advertisers with another route to connect campaigns with specific viewer groups and deliver more relevant messaging.
Netflix has also introduced its own Conversion API (CAPI), designed to help advertisers measure outcomes and optimise campaigns using real-time insights.
The company said early testing with Tinuiti, the largest independent full-funnel marketing agency in the United States, showed campaigns outperforming benchmarks by more than 75% across financial services, edtech and retail clients.
Netflix said the new tools form part of its broader effort to make advertising on the platform easier to buy and more effective, while maintaining the viewing experience for subscribers.
