Netflix has added Yahoo’s demand-side platform (DSP) to its list of programmatic advertising partners.
In a blog post, Amy Reinhard, president of advertising, termed the move a “milestone” and stated that it will “enable clients to buy Netflix advertising through Yahoo programmatically.” The Trade Desk, Google Display and Video 360, and Microsoft are already collaborating with Netflix on programmatic advertising.
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Advertiser messages are matched with targeted inventory using digital programmatic tools, allowing for more large-scale and precise purchasing and selling than old techniques. Although much of the process is automated, it still requires human supervision.
The latest collaboration, announced at Cannes Lions, follows Netflix’s statement last month at its upfront event in New York regarding improved targeting capabilities. The streaming behemoth has announced that its ad tier now has 94 million monthly active users, up from 70 million in November.
As streaming grows in popularity, the job of DSPs becomes increasingly important. Along with Netflix’s announcement on Monday, Amazon and Roku revealed a ground-breaking alliance. The agreement will combine Amazon’s DSP and Roku’s streaming capabilities, allowing advertisers to reach more than 80% of connected-TV households.
“Our focus has always been to offer the best advertising experience to our clients and members, and we’re excited to continue to give advertisers the ability to reach the most engaged and attentive ad-supported viewers,” Reinhard said in a letter. Partnerships such as the one that Yahoo formed “are all about giving our clients even more options to buy against the incredibly engaged global audience coming to Netflix to watch their favorite series and films every day.”
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