Netflix inventory is officially coming to Amazon DSP. According to the announcement, this is a global integration covers North America, Europe (UK, France, Italy, Germany), LATAM (Spain, Mexico, Brazil), and APAC (Japan, Australia). It will go live in Q4.
Paul Kotas, Senior Vice President at Amazon Ads, said the deal is all about removing friction from buying: “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.”
Why This Matters:
CTV ad spending is surging, of course, with U.S. spend projected to surpass $30 billion this year and global totals climbing higher. To continue to capture an ever-growing chunk of that growth, Netflix needs to make its inventory even easier to access. Advertisers—especially large brands shifting linear TV budgets into streaming—want the flexibility to buy through the DSPs they already like/use.
That’s why expanding inventory distribution is so critical. By making its content available across DV360, Yahoo DSP (announced in June), Microsoft, The Trade Desk, and now Amazon DSP, Netflix strengthens its position with buyers and ensures it can even more greatly benefit from the CTV budget boom.
Experts React:
Here are some of the most notable (or at least interesting to us) posts on X about the announcement:
Our Take:
Speaking of, TTD’s stock dropped just under 12% following the news, reinforcing the idea that investors see Amazon DSP as a clear and growing threat. Combined with Walmart speculation per a report by The Information, clearly, there is a narrative out there that TTD is in a weakened position.
By the way, Amazon and Netflix teaming up is kind of a “co-opetition,” no? Rivals in content and subscriptions finding common ground in adtech? The partnership shows Netflix’s need for more distribution but also might signal the growing clout of Amazon DSP to unlock more ad spend. (We continue to see “frenemy” team ups in CTV, with Disney, Roku, and others all working with Amazon.)
AdTechRadar is owned by Chris Harihar, who leads PR at Mod Op. Yahoo is a Mod Op client.
