In a significant advertising deal, Amazon and Netflix are partnering to bring inventory from the streaming service’s ad-supported tier to Amazon’s DSP (demand side platform).
The new integration will begin in Q4, and be available to marketers and ad buyers in the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia.
The deal is notable, as Amazon not only owns and operates a major ad-supported streaming platform itself (Prime Video), but also now will be able to programmatically buy advertising across all the major U.S. streaming services via Amazon’s DSP.
Amazon already had deals in place with NBCUniversal, which owns Peacock; Warner Bros. Discovery, which owns HBO Max; Fox, which owns Tubi and Fox One; and Paramount, which owns Paramount+ and Pluto TV. The tech giant also inked a deal earlier this summer with Disney to integrate its DSP with Disney+, Hulu and ESPN.
Marketers, of course, utilize multiple DSPs as they purchase inventory, but the Netflix deal further simplifies their options. The deal also underscores the rapid scale that Amazon has had in the advertising business, not just as a programmer, but as a backend service provider.
“This partnership with Amazon perfectly aligns with our commitment of bringing advertisers even greater flexibility in their buys to achieve their marketing goals,” said Amy Reinhard, president of advertising at Netflix. “By integrating Amazon DSP and enabling even more advanced capabilities together over time, we’re making it easier than ever to connect with Netflix’s global engaged audience.”
“We’re delighted to enter into this partnership with Netflix, enabling brands to reach their subscribers and extensive library of premium content with Amazon DSP,” added said Paul Kotas, senior vp of Amazon Ads. “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.”