Just a few months after introducing its ad-supported tier, Netflix held its inaugural upfront event in 2023, guaranteeing that it would introduce enhanced measurement and targeting tools.
Netflix disclosed its intention to establish its own proprietary advertising technology platform during its presentation last year in order to alleviate advertiser concerns regarding the absence of a scalable supply.
Well, the Netflix Ad Suite (NAS) has finally been made available in the United States and Canada, having been launched on April 1. It is reportedly already performing exceptionally well.
This will be the “biggest year ever” for Netflix, according to Amy Reinhard, the company’s president of advertising, who assumed the position in late 2023. However, she did not provide any further details regarding the anticipated revenue.
READ MORE: The Number Of Active Users On The Netflix Ad-Supported Tier Has Now Exceeded 94 Million
Reinhard informed the audience at Netflix’s upfront presentation in New York City on Wednesday that NAS will be made available in all 12 countries where advertisements are presently available by June. These countries include France, Germany, Italy, Japan, Mexico, and South Korea.
(Indeed, Lily Collins, the heroine of “Emily in Paris,” disclosed the information during a prerecorded segment; however, it appeared to be a collaborative endeavor at the time.)
Reinhard also disclosed that Netflix’s ad-supported tier presently reaches over 94 million monthly active user profiles, which she estimated to be approximately 170 million monthly active viewers in total. She stated that the advertisements are receiving the same level of attention as the content, and the viewers are still equally engaged three hours into the viewing session.
In an effort to reach these viewers more effectively, Netflix is enhancing its ad tech platform with updated data capabilities.
For instance, advertisers can correlate their own first-party data with Netflix viewer data via LiveRamp and access third-party data through new integrations with Experian and Axciom. Additionally, Netflix maintains partnerships with numerous data clean room providers, including InfoSum, Snowflake, and LiveRamp.
Netflix is currently in the process of creating its own contextually personalized midroll and pause advertisements, which include product information, call-to-action buttons, and other interactive features. These will be accessible at some point in 2026. (Perhaps something to anticipate for the subsequent upfront?)
Reinhard concluded, “I hope that this is the most significant thing you take away from today.” “The ads business has a solid foundation, and progress will accelerate in the future.”
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