Netflix and Amazon have announced a new partnership that brings Netflix ad inventory into Amazon DSP. The integration becomes available in Q4 2025 across major markets. The move gives advertisers more options to buy ads programmatically on Netflix using Amazon’s demand-side platform. As reported by Adweek, the deal signals Netflix’s continued push to expand its advertising reach through leading ad tech platforms.
Global Rollout of Amazon DSP Integration
Starting in Q4, advertisers in countries including the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia will be able to buy Netflix’s ad inventory via Amazon DSP. This follows Netflix’s previous integrations with DSPs such as The Trade Desk, Google Display & Video 360, Yahoo, and Microsoft.
What It Means for Advertisers
Advertisers gain more flexibility through Amazon’s tools for campaign buying, measurement, and creative optimization. Netflix’s President of Advertising, Amy Reinhard, emphasized that the goal is to simplify access to the streamer’s global audience through Amazon DSP. Amazon is contributing its first-party data and clean room technology to enhance targeting and performance measurement in a privacy-aware manner.
Competitive Impacts in Ad Tech
This deal intensifies competitive pressure on other DSPs. Industry observers note that The Trade Desk, which has worked with Netflix advertisers in the past, could face new challenges as Amazon gains a larger role in connected TV advertising. Analysts also point out that buying Netflix inventory through Amazon DSP may come with pricing advantages such as reduced fees or bundled discounts.
What Remains to Be Seen
Netflix’s ad-supported audience is still smaller than its subscription base, and advertisers are cautious about CPMs and the scalability of reach. Measurement transparency remains a priority, with many marketers watching closely how the Amazon integration impacts reporting accuracy and cost efficiency.
