Netflix Adds Yahoo To Its Roster Of Programmatic Advertising Partners
Netflix has added Yahoo's demand-side platform [DSP] to its roster of programmatic advertising partners.
In a blog post, president of advertising Amy Reinhard called the move a 'milestone' and said it will 'enable clients to buy Netflix advertising through Yahoo programmatically.' The Trade Desk, Google Display and Video 360 and Microsoft are already working with Netflix on programmatic ads.
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With digital programmatic tools, advertiser messages are matched with targeted inventory, allowing buying and selling to happen at greater scale and with more precision than traditional methods. Although much of the process is automated, it still requires human oversight.
The latest partnership, unveiled during Cannes Lions, follows Netflix's announcement last month at its upfront event in New York about enhanced targeting capabilities. The streaming giant has said its ad tier now reaches 94 million monthly active users, up from 70 million last November.
As streaming continues to expand, the role of DSPs is gaining wider attention. Along with Monday's news from Netflix, Amazon and Roku also announced a groundbreaking partnership. The collaboration will combine Amazon's DSP with Roku's streaming capacity, allowing ad buyers 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 wrote. Partnerships like the one with Yahoo '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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