Netflix enriches ad-targeting prowess with Amazon, Yahoo audience data

"Beginning in Q2, U.S. advertisers will be able to tap into Amazon Audiences data based on trillions of first-party shopping, streaming and browsing signals. Buyers will also be able to leverage deterministic Yahoo DSP audiences built around interest, behavioral, purchase and life-stage data. At the same time, Netflix is introducing a Conversion API tool for tracking campaign outcomes."

"Netflix continues to shore up its ad-tech offerings, which it calls the Ads Suite, through partnerships with leading players in the category that have more historic industry know-how and a deeper trove of data signals to draw on. The end goal is to make Netflix ad buying more streamlined and effective following the sometimes bumpy early days of the business, which launched in late 2022."

"The streamer's further cozying up with Amazon speaks to the immense value of the e-commerce giant's data for boosting connected TV advertising performance. Amazon has established a booming retail media business on the back of its first-party data, and has tied Prime Video a Netflix competitor more deeply into that ecosystem in the quest for full-funnel marketing dominance."

Netflix is enhancing its advertising platform by integrating audience data from Amazon and Yahoo's demand-side platforms beginning in Q2. U.S. advertisers will access Amazon Audiences data derived from trillions of first-party shopping, streaming, and browsing signals, alongside Yahoo DSP audiences based on interest, behavioral, purchase, and life-stage data. Netflix is also launching a Conversion API tool for tracking campaign performance. These developments strengthen Netflix's Ads Suite, aiming to provide streamlined and effective ad buying. The timing aligns with the upfronts season, a critical period for securing large television advertising commitments. These partnerships reflect Netflix's strategy to leverage established players' data expertise and industry knowledge to improve advertising sophistication and performance.

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