Google integrates affinity audiences with Netflix campaigns via DV360

Google Marketing Platform announced on July 30, 2025, the availability of affinity audiences for Netflix campaigns within Display & Video 360. The integration enables advertisers to reach Netflix viewers using Google's comprehensive audience insights across their entire online journey, including search behavior, streaming patterns, and shopping activities.

According to Google's announcement, the new targeting capability allows marketers to "reach Netflix viewers who genuinely resonate with your brand, ensuring your message lands with those most likely to engage." The integration represents a significant expansion of targeting options available through Netflix's programmatic advertising partnerships.

Technical implementation details

The affinity audiences integration operates through Google's existing Display & Video 360 platform infrastructure. Advertisers can access these targeting capabilities when setting up campaigns that include Netflix inventory. The system leverages Google's comprehensive data collection across its entire ecosystem to identify user interests and behaviors.

According to Google's help documentation, affinity audiences "are determined by people's activity using Google products and third-party websites, or estimated based on content certain groups of people are likely to be interested in." Users are allocated into audience categories for targeting based primarily on their activity across Google's products and third-party websites.

The targeting methodology provides advertisers with access to predefined audience segments spanning categories from "auto enthusiasts" and "sports fans" to "luxury travelers" and "fashionistas." These segments identify users who demonstrate consistent interest patterns across their digital activities.

Netflix's integration with Display & Video 360 creates technical advantages for programmatic buyers. The platform supports advanced audience layering, allowing advertisers to combine affinity targeting with other audience types and demographic parameters. Campaign setup requires navigating to a line item's Audience targeting section within Display & Video 360, then searching for specific affinity categories.

Understanding affinity audiences targeting

Affinity audiences represent Google's sophisticated approach to interest-based advertising, identifying users based on their sustained engagement patterns across digital touchpoints rather than basic demographic characteristics. The targeting methodology analyzes user behavior across Google's ecosystem, including search queries, website visits, YouTube consumption, and app usage to create detailed interest profiles.

The system operates by tracking user interactions over extended periods, typically weeks or months, to establish genuine interest patterns. Users who consistently engage with automotive content, for example, through searches for car reviews, visits to manufacturer websites, and consumption of automotive YouTube channels, become classified within the "auto enthusiasts" affinity audience segment.

Google's affinity audience categories span diverse interest areas with varying levels of specificity. Broad categories include "sports fans," "fashionistas," and "outdoor enthusiasts," while more targeted segments encompass "luxury travelers," "performance car enthusiasts," and "organic food advocates." The platform currently offers hundreds of predefined affinity categories across major consumer interest areas.

According to Google's technical documentation, users are allocated into audience categories based on their activity patterns across both Google properties and third-party websites. The system weighs different interaction types, with sustained engagement receiving higher importance than brief visits or accidental clicks.

The targeting approach proves particularly effective for awareness and consideration campaigns where advertisers seek to reach users with demonstrated interest in their product categories. A fitness equipment manufacturer, for instance, can target the "fitness enthusiasts" affinity audience to reach users who regularly engage with workout content, nutrition information, and athletic gear reviews.

Practical applications demonstrate the versatility of affinity audience targeting across various industry verticals. Travel companies frequently utilize segments like "luxury travelers" or "adventure seekers" to promote relevant destinations and experiences. Fashion retailers target "fashionistas" and "bargain hunters" depending on their brand positioning and product offerings.

Automotive advertisers leverage multiple affinity categories to reach different consumer segments. Performance car manufacturers target "auto enthusiasts" and "luxury shoppers," while family-oriented brands focus on "family-focused" and "value shoppers" segments. The targeting precision enables message customization based on demonstrated user interests.

Technology companies utilize affinity audiences to reach early adopters and tech-savvy consumers through segments like "technophiles" and "mobile enthusiasts." Financial services companies target "business professionals" and "investors" to promote relevant products and services to engaged audiences.

The integration with Netflix campaigns creates unique opportunities for content-based targeting. Advertisers promoting home entertainment systems can reach users who demonstrate sustained interest in premium content consumption, combining Netflix viewing behaviors with broader affinity patterns from Google's ecosystem.

Entertainment companies promoting upcoming releases can target specific affinity segments aligned with genre preferences. Horror movie promotions target "thriller seekers," while romantic comedies focus on "comedy lovers" and "romance enthusiasts" to maximize campaign relevance and engagement potential.

Programmatic advertising expansion context

The affinity audiences announcement builds upon Netflix's broader programmatic advertising expansion throughout 2024 and 2025. Netflix opened its ad inventory to programmatic partners in May 2024, adding The Trade Desk, Google Display & Video 360, and Magnite to its existing Microsoft partnership.

The streaming platform has systematically enhanced its advertising capabilities since launching its ad-supported tier in late 2022. Netflix reported more than 150% increase in upfront advertising commitments for 2024 compared to 2023, according to Amy Reinhard, President of Advertising at Netflix.

Netflix expanded its DSP partnerships with Yahoo DSP integration announced on June 16, 2025. The company operates ad-supported streaming across 13 countries: United States, United Kingdom, France, Spain, Ireland, South Korea, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia.

Audience targeting methodology advances

Google's affinity audiences utilize machine learning algorithms to analyze user behavior patterns across multiple touchpoints. The system processes data from search queries, website visits, content consumption, and purchase behaviors to create interest-based segments.

The technology differs from traditional demographic targeting by focusing on demonstrated interests rather than assumed characteristics. According to Google's technical documentation, the platform identifies users who exhibit sustained engagement with specific content categories over time.

Netflix's unique position provides additional data layers for audience refinement. The streaming platform analyzes viewing duration, content completion rates, and sequential viewing patterns to understand user preferences. This behavioral data complements Google's interest-based targeting methodology.

Market positioning implications

The integration positions Netflix competitively within the connected television advertising landscape. According to Nielsen's most recent data, Netflix commanded 8.3% of total television viewing in June 2025, representing the platform's strongest monthly performance.

Netflix's viewership surge included a 13.5% increase over May 2025, adding 0.8 share points. The platform particularly attracted younger demographics, with viewing from 6-17 year-olds jumping 32% versus the previous month.

The affinity audiences capability addresses advertiser demand for sophisticated targeting options within premium streaming environments. Netflix's limited ad inventory compared to traditional television creates scarcity that commands premium pricing, making targeting precision particularly valuable for campaign efficiency.

Campaign measurement and verification

Google's integration includes comprehensive measurement capabilities through Campaign Manager 360. The platform added Netflix ads integration on February 7, 2025, enabling cross-media measurement between Netflix campaigns and traditional television advertising.

The measurement system utilizes trusted third-party television data combined with digital delivery metrics. Available reporting includes exclusive cross-media impression reach, duplicate cross-media impression reach, and impression reach with co-viewing data.

Netflix maintains verification partnerships with DoubleVerify and Integral Ad Science for fraud and viewability verification across programmatic channels. These partnerships ensure advertiser transparency and confidence in campaign performance measurement.

Advanced targeting developments

The affinity audiences integration represents one component of Netflix's broader targeting enhancement strategy. Netflix launched advanced targeting capabilities across EMEA markets on July 1, 2025, including mood targeting, postal code precision, and interest segments spanning more than 100 categories.

The mood targeting capability represents technical innovation in connected television advertising. Netflix's approach incorporates individual viewer behavior data, analyzing viewing duration, content completion patterns, and sequential consumption behaviors to identify emotional engagement states.

Interest targeting spans 17 categories with granular audience segmentation opportunities. Advertisers can target fans of specific Netflix properties including popular series and original content, leveraging the platform's extensive content catalog for precise audience identification.

Industry transformation patterns

Google's continued expansion of audience targeting capabilities reflects broader industry shifts toward sophisticated programmatic advertising solutions. The company previously updated Combined Audiences in DV360 in January 2023, allowing AND combinations for interest-based audiences.

The evolution addresses privacy-focused advertising requirements as the industry transitions away from third-party cookie dependencies. Google emphasized developing "durable audience and measurement solutions" in its 2024 Privacy Readiness guide, promoting first-party data utilization and privacy-centric targeting methodologies.

Netflix's advertising business growth trajectory supports advertiser investment in advanced targeting capabilities. The company aims to double advertising revenue in 2025, positioning itself to capture greater shares of the $240 billion global video advertising market through enhanced targeting precision and simplified campaign management.

Technical infrastructure considerations

The affinity audiences integration requires technical coordination between Google's advertising infrastructure and Netflix's content delivery systems. The implementation enables real-time audience identification and ad serving across Netflix's streaming platform.

Campaign execution involves automated bidding processes through Display & Video 360's demand-side platform capabilities. Advertisers can manage Netflix campaigns alongside other digital media buying through unified dashboards, budget allocation tools, and cross-platform reporting capabilities.

The system supports private marketplace deals and programmatic guaranteed buying options. Netflix expanded these capabilities throughout 2024, providing advertisers with flexibility and control over ad placements within the streaming environment.

Revenue and performance indicators

Netflix's advertising expansion demonstrates substantial growth potential within the streaming advertising market. Industry analysts estimate the company's current annual advertising revenue run rate at approximately $1.5-2 billion, with aggressive growth targets for 2025.

The platform's shareholder communications indicate Netflix represents "about 6% of consumer spend and ad revenue in the countries we serve," highlighting expansion opportunities within global video advertising markets.

Advertising revenue contribution supports Netflix's broader business model diversification beyond subscription fees. The company reported Q2 2025 revenue of $11.08 billion, beating analyst estimates, with advertising representing an increasingly significant component of total revenue growth.

Timeline

• October 18, 2019: Google introduced in-market and affinity audiences on Google Search campaigns
• December 27, 2022: Google announced sunset of Similar Audiences in DV360 and Google Ads
• January 31, 2023: Google updated Combined Audiences in DV360 allowing AND combinations
• March 9, 2024: Microsoft Advertising expanded CTV reach with Netflix partnership
• May 16, 2024: Netflix opened ad inventory to The Trade Desk, Google DV360 and Magnite
• August 21, 2024: Netflix reported 150% increase in upfront advertising commitments
• February 7, 2025: Campaign Manager 360 added Netflix ads integration and TV measurement tools
• June 16, 2025: Netflix added Yahoo DSP as fourth global programmatic advertising partner
• July 1, 2025: Netflix launched advanced targeting suite for EMEA programmatic advertising
• January 5, 2025: Google announced affinity audiences availability for Netflix campaigns via Display & Video 360

Key terminology explained

Affinity audiences

Affinity audiences represent Google's interest-based targeting methodology that identifies users based on their demonstrated behaviors and content consumption patterns across the web. These audiences group users who show consistent engagement with specific topics, brands, or categories over extended periods. Unlike demographic targeting that relies on assumed characteristics, affinity audiences analyze actual digital footprints including search queries, website visits, and content interactions to create behavioral segments spanning categories from automotive enthusiasts to fashion-conscious consumers.

Display & Video 360

Display & Video 360 serves as Google's comprehensive programmatic advertising platform that enables advertisers to plan, execute, and measure campaigns across multiple digital channels. The platform integrates demand-side platform capabilities with campaign management tools, audience targeting options, and cross-media measurement features. DV360 provides unified access to premium inventory sources, advanced bidding algorithms, and sophisticated reporting dashboards that allow advertisers to manage complex multi-channel campaigns from a single interface.

Programmatic advertising

Programmatic advertising encompasses automated digital advertising buying processes that utilize algorithmic decision-making and real-time bidding to purchase ad inventory across various platforms and publishers. This technology eliminates manual insertion orders and negotiations, instead relying on data-driven targeting parameters and automated auction systems to deliver advertisements to specific audiences. Programmatic platforms analyze user data, campaign objectives, and inventory availability within milliseconds to optimize ad placements and bidding strategies.

Connected television

Connected television refers to television content delivered through internet-connected devices rather than traditional broadcast or cable infrastructure. CTV encompasses smart TVs, streaming devices, gaming consoles, and mobile devices that access video content through internet connections. This delivery method enables precise audience measurement, targeted advertising capabilities, and interactive features that traditional television cannot provide, making it increasingly attractive to advertisers seeking measurable and engaging video advertising opportunities.

Netflix campaigns

Netflix campaigns represent advertising initiatives executed within the streaming platform's ad-supported environment, targeting the platform's engaged subscriber base during premium content consumption. These campaigns leverage Netflix's unique viewing data, content catalog, and audience insights to deliver targeted advertisements alongside high-quality original and licensed programming. Campaign execution occurs through programmatic partnerships with major demand-side platforms, enabling advertisers to access Netflix inventory through familiar buying interfaces and measurement tools.

Audience targeting

Audience targeting encompasses the strategic process of identifying and reaching specific consumer segments based on demographic characteristics, behavioral patterns, interests, or other relevant criteria. Modern audience targeting utilizes first-party data, third-party insights, and machine learning algorithms to create precise audience definitions that maximize campaign relevance and performance. This approach enables advertisers to deliver personalized messages to users most likely to engage with their products or services while optimizing advertising spend efficiency.

Campaign measurement

Campaign measurement involves the systematic collection, analysis, and reporting of advertising performance data to evaluate campaign effectiveness and return on investment. Contemporary measurement approaches integrate cross-platform data sources, attribution modeling, and advanced analytics to provide comprehensive insights into audience reach, engagement, and conversion behaviors. Measurement capabilities increasingly focus on privacy-compliant methodologies that respect user consent while delivering actionable insights for campaign optimization.

Streaming platform

Streaming platforms represent digital entertainment services that deliver video, audio, or other media content through internet connections on-demand or through scheduled programming. These platforms have fundamentally transformed media consumption patterns by providing personalized content experiences, sophisticated recommendation algorithms, and flexible viewing options across multiple devices. For advertisers, streaming platforms offer highly engaged audiences, detailed viewing analytics, and premium content environments that command significant attention and brand safety.

Advertising revenue

Advertising revenue constitutes income generated by media companies, platforms, or publishers through the sale of advertising inventory to marketers and brands. This revenue model typically involves charging advertisers based on impressions, clicks, conversions, or other engagement metrics depending on campaign objectives and pricing structures. For streaming platforms like Netflix, advertising revenue represents a strategic diversification from subscription-only models, enabling access to broader audiences while providing additional monetization opportunities.

Targeting capabilities

Targeting capabilities refer to the technical and strategic options available to advertisers for defining and reaching specific audience segments within digital advertising platforms. These capabilities encompass demographic targeting, behavioral targeting, contextual targeting, geographic targeting, and advanced options like lookalike audiences or custom audience creation. Modern targeting capabilities increasingly rely on privacy-compliant data sources, machine learning optimization, and cross-platform audience identification to deliver relevant advertisements while respecting user privacy preferences and regulatory requirements.

Summary

Who: Google Marketing Platform announced the integration, with Netflix as the streaming partner and Display & Video 360 serving as the technical platform.

What: Integration of Google's affinity audiences targeting capability with Netflix campaigns, enabling advertisers to reach Netflix viewers based on their demonstrated interests across Google's ecosystem.

When: The announcement was made on July 30, 2025, with immediate availability for advertisers using Display & Video 360.

Where: The integration operates across all 13 countries where Netflix offers ad-supported streaming, accessible through Google's Display & Video 360 platform.

Why: The integration enhances targeting precision for Netflix campaigns while supporting the streaming platform's goal to double advertising revenue in 2025, providing advertisers with sophisticated audience identification capabilities within premium streaming environments.