Netflix to launch in-house advertising technology platform by the end of 2025

Delhi: Over 40% of all signups in the ads countries now come from the ads plan, said Amy Reinhard, Netflix’s President of Advertising at Netflix's second Upfront presentation to advertisers.

She also unveiled Netflix's plan to launch an in-house advertising technology platform by the end of 2025.

This move positions Netflix against other industry heavyweights in ad serving, such as Google, Amazon, and Comcast.

This will give advertisers new ways to buy, new insights to leverage, and new ways to measure impact. “Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” she said. 

Reinhard further said that Netflix’s ad-supported plan now has 40 million global monthly active users — up from 5 million a year ago.

Over 70% of Netflix’s ad-supported members watch for more than 10 hours a month — which is 15 percentage points higher than the nearest competitor, according to Nielsen

At the Upfront presentation, Netflix also featured its new partners that advertisers can use to measure and verify the impact of their campaigns, including Affinity Solutions, DoubleVerify, EDO Inc, Integral Ad Science, iSpotTV, Kantar, Lucid, NCSolutions, Nielsen and TVision.

This summer, Netflix will also expand its buying capabilities to include The Trade Desk, Google's Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.

Bela Bajaria, Netflix's Chief Content Officer, said, “Our audiences are highly engaged — and by engaged I mean that they are choosing to spend their time watching Netflix. That’s important because engagement is the key to success in streaming. When people watch our shows and movies, they get more value from Netflix, they stick around longer, and they’re more likely to recommend us to their friends. And this matters to all of you because you want to be where the audiences are, too.” 

According to Nielsen, over the last three years, Netflix had more top 10 titles than every other streaming service combined.