Netflix announced a major enhancement to its global advertising capabilities with the addition of Yahoo DSP to its programmatic partner ecosystem. The expansion, revealed by Netflix President of Advertising, Amy Reinhard, enables advertisers to purchase Netflix ad inventory programmatically through Yahoo DSP. The integration is set to roll out later this year across all 12 of Netflix’s ad-supported markets.
“Integrating Yahoo DSP is all about driving performance for Netflix advertisers, and we will partner together on advanced targeting segments to optimize the best results for our clients,” Reinhard shared in a company blog post.
With this move, Yahoo joins The Trade Desk, Google Display & Video 360, and Microsoft as part of Netflix’s growing list of programmatic partners. The collaboration is designed to offer more streamlined, flexible access to Netflix’s premium inventory while aligning with the broader connected TV strategies of global advertisers.
“We’re excited to bring Netflix’s premium ad-supported inventory to Yahoo DSP clients, offering access to highly engaged audiences in a trusted, brand-safe environment,” said Alia Lamborghini, SVP of Global Revenue at Yahoo DSP. “This integration makes it easy for advertisers to incorporate Netflix into their broader CTV strategies without added complexity.”
The announcement follows a wave of adtech updates Netflix shared during its recent upfront week presentation. Actress Lily Collins, appearing as part of the announcement, revealed that the platform now offers advanced targeting capabilities across more than 100 interests in over 17 categories—including life stages.
Additionally, Netflix plans to roll out its proprietary ad platform, the Netflix Ads Suite, across all ad-supported regions this month. The suite is set to provide enhanced tools for targeting, measurement, and creative optimization.
In an exclusive with Adweek, Reinhard also offered a glimpse into the platform’s upcoming AI-powered advertising innovations, which will integrate ad products into the environments of popular series like Stranger Things and Wednesday. “We have all these fantastic video and photo assets from our content libraries,” Reinhard explained. “Connecting those with advertisers while maintaining the look and feel of our worlds is central to advancing both our interests and those of our clients.”
The partnership with Yahoo DSP and the continuous investment in adtech reflect Netflix’s commitment to providing advertisers with scalable, high-performance solutions that reach some of the most engaged viewers in the streaming space.
