Advertisers across EMEA will be able to layer Amazon's shopping data onto Netflix ad inventory beginning May 18. The date was confirmed by a Netflix spokesperson and, according to an Amazon email obtained by ADWEEK, marks the formal activation of a capability that Netflix and Amazon first disclosed in March 2026 and launched in the United States on April 13. The gap between the US go-live and the EMEA rollout - just over four weeks - follows the phased geographic sequencing that has characterised Netflix's programmatic advertising build-out since 2024.

The feature is Amazon Audiences, a collection of advertiser segments constructed from behavioral signals generated across Amazon's shopping, streaming, and browsing properties. According to Amazon Ads, those segments draw from what the company describes as "trillions" of data points. These are not derived from surveys or modelled panel estimates. They reflect actions users have taken - product searches, purchases, page views, streaming choices - across one of the largest e-commerce and media ecosystems in the world. From May 18, programmatic buyers placing orders on Netflix through the Amazon DSP across EMEA markets can apply those segments directly to their campaigns.

Phil Christer, Managing Director of Amazon Ads UK, confirmed the development in a LinkedIn post. "From today, programmatic buys on Netflix via the Amazon DSP can leverage Amazon Audiences - segments based on real audience behaviour, built from trillions of Amazon's proprietary shopping, streaming, and browsing signals," Christer wrote. The post attracted more than 200 reactions and 12 reposts.

What Amazon Audiences actually are

The technical composition of Amazon Audiences distinguishes them from conventional targeting categories. These segments are not demographic proxies or contextual classifications. They are built from first-party behavioral data spanning Amazon's retail marketplace, its Prime Video streaming service, its music platform, and browsing activity across its web properties. A user who searches for a specific appliance brand, visits product comparison pages, or repeatedly streams a particular genre on Prime Video generates signals that contribute to audience segment construction.

For an advertiser running a Netflix campaign, the consequence is material. Targeting can extend beyond Netflix's own viewer data to incorporate demonstrated commercial intent. A consumer electronics brand can reach viewers in Germany or France who have been actively researching products in their category on Amazon - not because of what those viewers have watched, but because of what they have shopped for. That combination of premium streaming context and retail behavioral signal is the core proposition of the integration. No other DSP can replicate it using its own data assets at comparable scale.

Amazon DSP is the technical infrastructure through which the integration operates. According to Amazon Ads, the platform leverages unique first-party insights paired with sophisticated clean room technology to bring advertisers and publishers closer together, increasing efficiency and improving performance. It also applies advanced AI to deliver ads to relevant audiences through automation that streamlines campaign planning, buying, and measurement.

The timeline: from partnership to EMEA rollout

The commercial relationship between Amazon and Netflix dates to September 10, 2025, when the two companies announced that Amazon DSP would provide direct access to Netflix's premium ad inventory beginning in Q4 2025. That initial announcement spanned 11 markets: the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia. At that point the arrangement covered inventory access - the ability to buy Netflix ad slots through Amazon's platform - rather than the application of Amazon's own audience intelligence on top of those buys.

The audience data layer was introduced separately. On March 4, 2026, Netflix announced expanded capabilities for its Ads Suite, incorporating Amazon Audiences for programmatic buys through Amazon DSP. That announcement specified that the expanded targeting capabilities would launch in Q2 2026 in the United States, with a rollout to other ad-supported markets to follow. According to a Netflix spokesperson cited by ADWEEK, the US activation date was April 13, 2026.

May 18 is now the confirmed date for EMEA. According to ADWEEK, the timing appeared in an Amazon email obtained by the publication, with a Netflix spokesperson confirming it separately. The markets covered by the EMEA rollout include the UK, Germany, France, Italy, and Spain - all included in the original September 2025 partnership announcement and part of Netflix's ad-supported tier since its international expansion.

Context: Netflix's programmatic expansion

The May 18 EMEA launch arrives as Netflix's advertising business continues to grow at pace. Netflix's Q1 2026 revenue reached $12.25 billion, with advertising revenue on a trajectory the company has described as roughly doubling year over year toward approximately $3 billion in 2026. The company crossed 325 million paid memberships as of Q4 2025, reported in January 2026. Supporting that advertising revenue trajectory requires attracting performance-oriented budgets, not just brand spending - and performance advertisers expect the kind of behavioral targeting precision they apply in search and social.

Netflix's programmatic expansion has been methodical. The streaming company opened its ad inventory to The Trade Desk, Google DV360, and Magnite in May 2024. Microsoft launched Premium Streaming campaigns including Netflix in August 2024. Yahoo DSP was added as the fourth global programmatic partner in June 2025, with full implementation planned across all 13 ad-supported countries. Amazon DSP joined as the fifth major programmatic partner in September 2025. Each partnership expanded the buying surface for Netflix inventory without fundamentally altering the audience targeting logic available through those platforms - which still relied primarily on Netflix's own first-party viewer data.

The March 2026 announcements shifted that dynamic. Alongside the Amazon Audiences integration, Netflix activated deterministic Yahoo DSP audiences drawing from hundreds of millions of behavioral signals across Yahoo's properties, and launched its own Conversion API - a server-side data transfer mechanism that enables more accurate conversion measurement without relying on browser-level tracking. Google had already integrated affinity audiences with Netflix campaigns via DV360 in July 2025, adding Google's interest-based segments as a targeting layer for buyers on that platform. The pattern across all three DSP partnerships is the same: Netflix is progressively enabling each major platform partner to bring its own proprietary data signals into Netflix campaign buys, rather than restricting audience intelligence to Netflix's own viewer data alone.

EMEA markets: what changes on May 18

EMEA markets have been developing Netflix programmatic capabilities on their own timeline. Netflix launched an advanced targeting suite across EMEA in July 2025, incorporating mood-based segmentation, postal code precision, and more than 100 interest segments across 17 categories - significantly more granular than the demographic and broad interest options available at the tier's launch. Germany, France, Italy, Spain, and the UK were all among the markets covered. AudienceProject separately launched a direct Netflix integration for independent campaign measurement across those five markets in October 2025, providing third-party verification of campaign reach and audience composition for advertisers operating in those countries.

What the May 18 date introduces is a targeting layer that none of those earlier capabilities provided: Amazon's retail commerce data. For advertisers running Amazon DSP campaigns across multiple EMEA countries simultaneously - targeting consumers in Germany, France, and Spain within a single campaign structure - the Amazon Audiences segments will draw from Amazon's shopping and browsing data in each respective market. The behavioral signals are localised rather than globally averaged, meaning a campaign targeting consumers interested in baby products will draw from what those consumers have actually searched and purchased on Amazon in their own country.

The operational mechanism is straightforward. Buyers access Netflix inventory through Amazon DSP's managed or self-service workflow, select campaign parameters, and apply Amazon Audiences segments at the line-item or campaign level. The segments represent pre-built behavioral categories - in-market for specific product types, lifestyle indicators, brand affinities - constructed from Amazon's first-party data across its ecosystem.

Competitive positioning of Amazon DSP in CTV

The Netflix integration sits within a broader expansion of Amazon DSP's position in connected television. In June 2025, Amazon Ads and Roku announced what was described as the largest authenticated CTV partnership in the United States, covering approximately 80 million households through Amazon DSP. LinkedIn's professional first-party data became available through Amazon DSP for CTV campaigns on May 7, 2026, applied to Microsoft Monetize inventory through deal-based buying for US advertisers - adding professional behavioral signals as a separate targeting dimension within the same platform.

The commercial incentives for routing Netflix buys through Amazon DSP are also relevant. As PPC Land has previously reported, Amazon offers discounted fees when its DSP is used to purchase third-party connected television inventory. In some configurations, the effective cost of buying Netflix through Amazon DSP is lower than through competing platforms - a pricing dynamic that combines with the data differentiation argument to create a meaningful competitive position in the CTV buying market.

What the integration does not do

The Amazon Audiences capability applies specifically to programmatic buys placed through Amazon DSP. Advertisers buying Netflix inventory through The Trade Desk, Google DV360, Yahoo DSP, or direct IO arrangements do not gain access to Amazon's shopping signals through those channels. Each DSP operates with its own audience data assets: Google's affinity and in-market segments via DV360, Yahoo's deterministic behavioral signals via its DSP, and Netflix's own first-party viewer data available across all buying routes.

The integration also does not constitute a direct data transfer between Amazon and Netflix at the individual user level. The clean room technology referenced by Amazon Ads describes a privacy-preserving computation environment in which audience matching occurs without raw user-level data crossing between the two companies. Advertisers receive segmented audience pools - groups of users meeting defined behavioral criteria - rather than identifiable individual records.

What matters for the marketing community

May 18 is a concrete date that EMEA-based advertisers and agencies can plan around. Campaigns targeting Amazon Audiences on Netflix inventory in Germany, France, Spain, Italy, and other EMEA markets covered by the rollout can be structured in advance. For categories where Amazon shopping data carries particular relevance - consumer electronics, home goods, apparel, food and grocery, automotive accessories - the integration provides a behavioral targeting dimension that has not previously been available on premium streaming inventory in these markets.

The broader significance lies in what the integration represents for the trajectory of CTV advertising across the region. Programmatic CTV has been growing as advertisers follow audience attention from linear television to streaming. Proximic by Comscore's January 2026 State of Programmatic Report found that 58% of marketers expected to increase programmatic investment in 2026, with CTV budgets representing an increasing share of that growth. The persistent challenge for performance advertisers in streaming has been the gap between the granular behavioral targeting available in search and social and the historically broader audience definitions associated with television. Amazon Audiences applied to Netflix inventory narrows that gap for buyers choosing Amazon DSP as their platform.

Whether that shift justifies routing Netflix buys through Amazon DSP rather than other platforms will depend on the product category, target audience, and campaign objective. For categories where Amazon shopping behavior is a strong proxy for purchase intent, the case is direct. For brand campaigns where reach and context matter more than behavioral precision, the data advantage is less decisive.

Netflix's advertising revenue growth toward approximately $3 billion in 2026 depends on attracting precisely the kind of performance advertiser who demands behavioral relevance and outcome measurement. The Amazon Audiences integration, alongside the Conversion API launched in March 2026 and the Yahoo DSP deterministic signals activated at the same time, represents the technical infrastructure Netflix is building to support that argument - and May 18 is the date that argument becomes available to EMEA buyers.

Timeline

  • September 10, 2025 - Amazon Ads and Netflix announce programmatic partnership, giving Amazon DSP direct access to Netflix premium ad inventory across 11 markets - US, UK, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia - with integration beginning Q4 2025
  • March 4, 2026 - Netflix announces Amazon Audiences integration for programmatic buys through Amazon DSP, alongside Yahoo DSP deterministic signals and a proprietary Conversion API, with a Q2 2026 US start date specified
  • April 13, 2026 - Amazon Audiences integration launches in the United States for Netflix programmatic buys via Amazon DSP, according to a Netflix spokesperson cited by ADWEEK
  • May 8, 2026 - ADWEEK reports the EMEA launch date of May 18, based on an Amazon email and confirmed by a Netflix spokesperson
  • May 14, 2026 - Phil Christer, Managing Director of Amazon Ads UK, confirms the EMEA launch via LinkedIn, stating that programmatic buys on Netflix via Amazon DSP can now leverage Amazon Audiences built from Amazon's proprietary shopping, streaming, and browsing signals

Summary

Who: Amazon Ads and Netflix, with Amazon DSP as the technical mechanism. Advertisers across EMEA - including in the UK, Germany, France, Italy, and Spain - are the primary audience for the May 18 capability launch.

What: The activation of Amazon Audiences for programmatic buys on Netflix ad inventory through Amazon DSP, rolling out across EMEA on May 18, 2026. The integration allows advertisers to target Netflix viewers based on their Amazon shopping and browsing behavior, adding a retail behavioral layer that extends beyond Netflix's own first-party viewer data.

When: The EMEA launch date is May 18, 2026. The same capability launched in the United States on April 13, 2026. The underlying Amazon DSP and Netflix inventory partnership was announced September 10, 2025; the Amazon Audiences layer was first disclosed March 4, 2026.

Where: The integration is available to advertisers buying Netflix inventory through Amazon DSP across EMEA markets. The UK, Germany, France, Italy, and Spain are among the markets covered, consistent with the countries included in the original September 2025 partnership announcement and Netflix's existing ad-supported tier footprint.

Why: Netflix's advertising revenue is on course to reach approximately $3 billion in 2026, roughly double its 2025 level. Sustaining that growth requires attracting performance-oriented advertisers from retail and e-commerce categories who apply behavioral targeting precision in other channels. Amazon's shopping data, applied to Netflix streaming inventory via Amazon DSP, provides that precision across EMEA markets for the first time. For Amazon, the integration reinforces its position as a preferred programmatic route into premium streaming CTV inventory.

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