Netflix adds Amazon and Yahoo audience targeting to ad platform

Netflix announced new advertising capabilities for its ad-supported streaming service, including expanded audience targeting through Amazon DSP and Yahoo DSP partnerships and the launch of its own Conversion API tools.

Starting in the second quarter in the United States, advertisers will be able to use Amazon Audiences for programmatic purchases on Netflix. The targeting capability uses Amazon's shopping, streaming, and browsing data to help advertisers reach Netflix viewers based on their lifestyles, interests, and shopping behaviors. The feature will expand to other ad-supported countries later this year.

Advertisers using Yahoo DSP can now activate Yahoo DSP audiences on Netflix, powered by what the company describes as hundreds of millions of global Yahoo signals related to user interests, behaviors, purchases, and life stages.

Netflix also introduced its Conversion API tools designed to help advertisers measure campaign outcomes and optimize performance using real-time insights. The streaming service tested the API with marketing agency Tinuiti, reporting that campaigns exceeded benchmarks by more than 75% across financial services, education technology, and retail clients.

The announcements build on Netflix's advertising platform launched last year as part of its ad-supported subscription tier. The company stated these developments aim to make advertising purchases more effective while maintaining viewer experience quality.

Netflix has been expanding its advertising business as it seeks new revenue streams beyond subscription fees. The ad-supported tier launched in November 2022 across multiple markets including the United States, United Kingdom, and Canada.

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