Netflix (NFLX, Financials) said Monday it will integrate Yahoo's demand-side platform into its advertising ecosystem, expanding programmatic access to its ad inventory across 12 countries.
The deal will allow advertisers to buy Netflix ads programmatically through Yahoo DSP later this year. Yahoo joins existing partners including The Trade Desk, Google Display & Video 360, and Microsoft (MSFT, Financials).
Netflix said the move is part of a broader effort to improve advertiser performance through enhanced audience targeting. The company now supports targeting across 100+ interest segments and 17 categories and allows clients to apply first-party data for audience matching.
“This is another milestone for the ads business,” said Amy Reinhard, president of advertising at Netflix, in the announcement.
Netflix's ad-supported tier is now live in major markets including the United States, United Kingdom, Japan, Brazil, and Germany.
