With this new platform, the streaming giant will offer its advertisers new ways to buy, new insights and ways to measure the impact of their campaigns. In addition, it will be possible to create specific and personalized advertising experiences for its enormous user base, which has more than 270 million subscribers worldwide.
While Netflix has not specified how this new internal solution will change the way ads are displayed, the Financial Times has indicated that they are interested in testing episodic advertising campaigns. That is, a series of ads that tell a story and are part of the content, moving away from generic and repetitive ads.
“Bringing our ad technology in-house will allow us to azerbaijan number data power the advertising plan with the same level of excellence that has made Netflix the leader in streaming technology today,” said Amy Reinhard, President of Advertising at Netflix. “We conduct deep consumer research to ensure we stay ahead of the competition, delivering opportunities that are better for members and better for brands.”
During the presentation, Netflix also announced that this summer it will expand its buying capabilities to include The Trade Desk, Google’s Display & Video 360 and Magnite, which will join Microsoft as programmatic partners for advertisers. The streaming giant also introduced new partners for advertisers to measure and verify the impact of their campaigns. These include Affinity Solutions, DoubleVerify, EDO Inc, Integral Ad Science, iSpotTV, Kantar, Lucid, NCSolutions, Nielsen and TVision.
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