Netflix is broadening access to its ad inventory, and Yahoo and its partners are reaping the rewards.
Today, the two companies announced that Netflix’s inventory across all 12 of its ad-supported markets will now be available to buyers via Yahoo DSP. This move puts Yahoo alongside The Trade Desk, Google, and Microsoft as the select DSPs with programmatic access to Netflix inventory.
Netflix also said it plans to “partner together” with Yahoo on advanced targeting segments to “optimize the best results for our clients.”
Why This Matters:
There are a few reasons this is notable. First, it reinforces the broader industry trend of “democratizing” access to premium CTV inventory. Yahoo DSP is built for Fortune 500s so this isn’t about small businesses like some other CTV announcements we’ve seen lately. But it’s still part of a major shift toward making top-tier streaming inventory more accessible via programmatic buying.
For Netflix, the partnership adds more scale and demand to its ad-supported tier. For Yahoo, it strengthens its positioning as one of the leading DSPs in the industry. With this move, Yahoo becomes one of the “big four” DSPs with programmatic access to Netflix, available in all of the markets where Netflix runs ads.
Experts React:
Regarding the partnership, Josh Palau, VP, Performance Media at Pfizer, says, “This is a great opportunity to combine Netflix’s scale and quality content with Yahoo’s data-driven targeting and measurement and aligns perfectly with our approach of working with direct, transparent supply path optimization and premium streaming partners like Netflix.”
Meanwhile, Yahoo DSP’s Alia Lamborghini, SVP, Global Revenue, says, “This integration makes it easy for advertisers to incorporate Netflix into their broader CTV strategies without added complexity. By expanding our premium supply and enabling unified planning, activation, and measurement, we’re helping marketers drive stronger performance and greater impact.”
Our Take:
Cannes is kicking off with a wave of aggressive CTV-focused announcements. From Amazon and Roku, now to Netflix and Yahoo. The Trade Desk has also made news with a live sports partnership tied to Disney. The message is clear: CTV continues to be one of the biggest growth stories in digital advertising—and it’s dominating the conversation at Cannes yet again.
AdTechRadar is owned by Chris Harihar, who leads PR at Mod Op. Yahoo DSP is a Mod Op client.
