Netflix expands ad access through Amazon DSP integration

Netflix and Amazon Ads announced a partnership enabling advertisers to purchase Netflix’s premium ad inventory programmatically through Amazon’s Demand-Side Platform (DSP). The integration will roll out in the fourth quarter of 2025 across 12 markets, including the United States, United Kingdom, Germany, Japan, France, Spain, Mexico, Canada, Brazil, Italy, and Australia.

The move allows advertisers using Amazon DSP to reach Netflix subscribers alongside a broader library of content while streamlining campaign planning, buying, and measurement. Amazon DSP leverages first-party data and AI-driven automation to deliver targeted advertising, with built-in clean room technology for data privacy.

“This integration provides advertisers with more direct access to Netflix’s global audience and advanced capabilities over time,” said Amy Reinhard, President of Advertising at Netflix. Paul Kotas, Senior Vice President at Amazon Ads, added that the partnership simplifies TV ad planning and buying for marketers by consolidating inventory across multiple streaming platforms.

Netflix’s integration with Amazon DSP marks the final stage of its programmatic rollout, following earlier partnerships with Google DV360, The Trade Desk, Yahoo, and Microsoft. Unlike other platforms, Amazon provides advertisers with additional commerce data signals, which can be used to optimize ad performance on Netflix.

The deal also has implications for pricing and reach. Amazon offers fee discounts for advertisers using its DSP to buy third-party connected TV inventory, potentially making Netflix ads more cost-effective through this channel. Since launching its ad-supported tier in 2022, Netflix has faced criticism for high CPMs and limited transparency in ad measurement. Connecting with Amazon DSP aims to address these challenges by providing a more scalable and accessible buying experience.

Industry observers note that the partnership reinforces Amazon’s broader strategy to position its DSP as a central hub for streaming media advertising. “Plugging into Amazon’s DSP makes Netflix easier to buy, which makes it easier to scale,” said Tucker Matheson, co-CEO of ad consultancy Markacy.

The integration is expected to enhance Netflix’s advertising operations, supporting its long-term strategy to expand the reach and efficiency of its ad-supported offerings while providing advertisers with a more automated and data-informed approach to connected TV campaigns.