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Netflix Adds Amazon Ads to DSP Partners

• by Wayne Friedman , 6 hours ago

Netflix is extending its demand-side platform partnerships -- now with Amazon Ads to be offering premium advertising inventory of its TV and movie content.

“By integrating Amazon DSP and enabling even more advanced capabilities together over time, we’re making it easier than ever to connect with Netflix's global engaged audience,” said Amy Reinhard, President of Advertising, Netflix, in a release.

Other DSPs used by Netflix include Yahoo, The Trade Desk, and Google's Display & Video 360 (DV360), where advertisers can programmatically buy ad inventory on Netflix's ad-supported tier.

The partnership will start up in the fourth quarter 2025 in the United States, the U.K., France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia.

This extends Amazon Ads' efforts around all major streaming platforms. 

Amazon Ads already has deals with NBCUniversal (Peacock); Warner Bros. Discovery (HBO Max); Fox Corp. (Tubi and Fox One); Paramount Skydance (Paramount+ and Pluto TV. Recently it inked a deal with Walt Disney (Disney+, Hulu and ESPN).

At the same time, Amazon is in the unusual commanding position of owning a big DSP and strong and growing premium streaming service -- Prime Video.

Amazon Ads continues to widen its competitive business -- including possibly threatening the largest independent DSP, The Trade Desk, according to analysts.