Jordan Bevan
Netflix is expanding the advertising capabilities of its in-house ad technology platform by integrating new audience data from Amazon and Yahoo, while also introducing a new campaign measurement tool aimed at advertisers.
The company said the updates will begin rolling out in the United States during the second quarter of 2026, with plans to extend the features to other countries where Netflix offers an ad-supported subscription tier later in the year.
Under the update, advertisers purchasing inventory through Amazon’s demand-side platform will be able to apply Amazon Audiences, a set of targeting segments built from shopping, browsing and streaming activity across Amazon services.
Netflix said the audience segments are derived from large volumes of first-party behavioral signals, allowing brands to target viewers based on interests, lifestyle patterns and purchasing activity.
Advertisers using Yahoo’s demand-side platform will also gain access to deterministic audience segments derived from Yahoo data. These audiences are constructed using signals tied to user interests, purchase patterns, online behavior and life-stage information, giving marketers additional targeting options within Netflix campaigns.
The integrations build on Netflix’s existing partnerships with both companies and expand the range of data available to advertisers buying programmatic placements on the streaming platform.
Alongside the targeting updates, Netflix is launching a Conversion API designed to provide advertisers with tools to track campaign outcomes and improve attribution.
The system is intended to deliver real-time insights that allow marketers to measure performance and adjust campaigns during execution. According to Netflix, the API was tested earlier this year with the marketing agency Tinuiti.
During the pilot program, campaigns in sectors including financial services, retail and education technology exceeded established performance benchmarks by more than 75%, the company said.
The new capabilities are part of the ongoing development of the Netflix Ads Suite, the company’s internal advertising technology platform launched in 2025 to manage ad delivery, measurement and programmatic buying.
Netflix initially entered the advertising market in late 2022 with an ad-supported subscription tier built in partnership with Microsoft. Since then, the company has gradually shifted toward developing its own ad-tech infrastructure and expanding integrations with external platforms.
The latest additions are also timed ahead of the annual television advertising upfront season, when media companies negotiate large advertising commitments with brands and agencies.
Netflix reported generating more than $1.5 billion in advertising revenue last year, more than doubling the amount recorded in 2024. The company says its ad-supported plans currently reach around 190 million monthly active viewers globally.
As streaming services compete more directly for digital advertising budgets, platforms have been adding performance-focused tools and deeper data integrations to attract marketers seeking measurable outcomes from connected-TV campaigns.
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