Amazon and Netflix Strike Major Advertising Deal

Amazon Ads and Netflix have announced a groundbreaking partnership that allows brands using Amazon DSP to book advertisements on the streaming video platform. This collaboration is set to transform how advertisers reach audiences in the digital age.

Key Details of the Partnership

The offering will be available in eleven markets, including Australia, and will be fully integrated into Amazon DSP starting from the fourth quarter of 2025. This move is designed to provide advertisers with seamless access to Netflix's vast and engaged viewer base.

Amy Reinhard, Netflix's president of advertising, emphasized the strategic importance of this deal: "This partnership with Amazon perfectly aligns with our commitment of bringing advertisers even greater flexibility in their buys to achieve their marketing goals. 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."

Evolution of Netflix's Advertising Strategy

Netflix initially had an exclusive advertising deal with Microsoft, which began in mid-2022. However, from mid-2024, access to Netflix's inventory expanded to include other major platforms such as Google's Display & Video 360, The Trade Desk, and Magnite. This diversification marks a significant shift in Netflix's approach to monetizing its content through ads.

In addition to these partnerships, Netflix is actively developing its own in-house ad tech platform. Reinhard highlighted this at the company's 2025 upfront event, noting that it is expected to launch by the end of the year. "Bringing our adtech in-house will allow us to power the ads plan with the same level of excellence that's made Netflix the leader in streaming technology today," she stated.

Benefits for Advertisers

Paul Kotas, senior vice president at Amazon Ads, explained the rationale behind the deal: "Our goal is to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads." This integration aims to streamline the advertising process, offering enhanced targeting and measurement capabilities to maximize campaign effectiveness.

This partnership underscores the growing importance of streaming advertising in the marketing landscape, providing brands with innovative ways to engage with consumers in a highly fragmented media environment.