Netflix becomes available in Amazon DSP starting Q4 2025

Netflix and Amazon Ads announced on September 10, 2025, a partnership providing advertisers using Amazon DSP with direct access to Netflix's premium ad inventory. The offering will launch in Q4 2025 across the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia.

The collaboration marks Netflix's fifth major programmatic partnership, adding Amazon DSP to its existing relationships with The Trade Desk, Google Display & Video 360, Microsoft, and Yahoo DSP. According to Paul Kotas, Senior Vice President at Amazon Ads, the integration aims to "remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads."

Netflix has systematically expanded its programmatic advertising capabilities throughout 2024 and 2025. The streaming platform initially opened its ad inventory to The Trade Desk, Google DV360 & Magnite in May 2024, followed by Microsoft launching Premium Streaming campaigns including Netflix in August 2024.

The platform added Yahoo DSP as its fourth global programmatic advertising partner in June 2025, with full implementation planned across all 13 ad-supported countries. Netflix also launched advanced targeting capabilities in EMEA markets in July 2025, including mood targeting and postal code precision.

According to Amy Reinhard, President of Advertising at Netflix, the Amazon partnership "perfectly aligns with our commitment of bringing advertisers even greater flexibility in their buys to achieve their marketing goals." The integration will enable advanced capabilities over time, making it easier to connect with Netflix's global engaged audience.

Amazon DSP leverages unique first-party insights paired with sophisticated clean room technology to bring advertisers and publishers closer together, increasing efficiency and improving performance. The platform uses advanced artificial intelligence to deliver impactful ads to relevant audiences through automation that streamlines campaign planning, buying, and measurement.

The programmatic advertising landscape has experienced significant momentum throughout 2025. Research from Comscore indicates 72% of marketers plan to increase programmatic advertising investment in 2025, with Connected TV's share of media budgets projected to double from 14% in 2023 to 28% in 2025. Netflix's expansion into programmatic advertising aligns with this broader industry shift toward automated advertising buying.

Amazon DSP reached a monthly ad-supported audience of 275 million customers in the United States as of October 2024. The platform's recent enhancements include frequency cap controls that saved up to 26% of campaign budgets and drove up to 21% incremental reach. These optimization tools become particularly valuable when combined with Netflix's premium content inventory.

The collaboration addresses evolving advertiser requirements for precision and accountability in connected television advertising. Netflix's programmatic expansion occurs within a competitive environment where major streaming platforms have expanded their programmatic capabilities throughout 2024 and 2025. Disney expanded its programmatic advertising capabilities across streaming platforms in April 2025, integrating live content from Hulu and Disney+ with certified demand-side platforms.

The integration operates through Amazon DSP's existing interface, requiring no additional technical implementation from advertisers. This seamless activation addresses a key challenge in programmatic advertising: the complexity of accessing premium inventory across multiple platforms. Amazon's browsing, shopping, and streaming signals enable precise audience targeting that enhances the effectiveness of Netflix's premium content.

Netflix expects to roughly double advertising revenue in 2025 while expanding programmatic capabilities across its 13 ad-supported markets. The platform's enhanced programmatic offering addresses advertiser demands for efficient campaign management and cross-platform integration. Netflix completed its global programmatic rollout with Asia-Pacific expansion in Q2 2025, encompassing markets including Japan, South Korea, Australia, and Brazil.

The partnership enables advertisers to leverage Amazon DSP's measurement infrastructure, which provides detailed performance analytics for streaming campaigns. Amazon's first-party data capabilities, combined with Netflix's viewer behavior insights, create opportunities for sophisticated audience targeting previously unavailable in streaming advertising markets.

Technical integration between Amazon DSP and Netflix will support both programmatic guaranteed and private marketplace buying options. The collaboration leverages Amazon DSP's first-party data capabilities, including browsing, shopping, and streaming signals that enable precise audience targeting for Netflix's global engaged audience.

The announcement comes as competition intensifies across programmatic platforms. Amazon has been expanding its programmatic capabilities throughout 2025, consolidating first-party advertising inventory across multiple owned properties in January 2025. The company also launched geographic insights features to help advertisers identify untapped markets.

Market dynamics indicate growing demand for premium streaming advertising inventory. Industry projections suggest Connected TV advertising spending will reach $33.35 billion in 2025. Netflix's programmatic expansion has included region-specific launches, with the platform becoming available on The Trade Desk in Japan in June 2025.

The collaboration reflects broader trends in programmatic advertising where platforms seek to reduce operational complexity while improving campaign effectiveness. Netflix's combination of content-based insights, behavioral analytics, and geographic precision creates targeting opportunities for brands seeking alternatives to traditional television advertising approaches.

Amazon's demand-side platform provides choice and flexibility to drive meaningful moments between brands and consumers. The platform's sophisticated technology infrastructure enables advertisers to access Netflix's premium inventory alongside Amazon's own media properties, creating opportunities for comprehensive cross-platform campaigns.

Timeline

• May 16, 2024: Netflix opens ad inventory to The Trade Desk, Google DV360 & Magnite
• August 4, 2024: Amazon introduces guaranteed deals for Prime Video ads
• August 4, 2025: Microsoft launches Premium Streaming campaigns including Netflix
• January 15, 2025: Amazon consolidates first-party ad inventory across owned media properties
• June 16, 2025: Netflix adds Yahoo DSP as fourth global programmatic advertising partner
• June 16, 2025: Netflix ads become available on Trade Desk platform in Japan
• June 23, 2025: Amazon launches geographic insights feature to identify untapped markets
• July 1, 2025: Netflix launches advanced targeting suite for EMEA programmatic advertising
• September 4, 2025: Kargo high-impact ad formats reach global Amazon DSP platform
• September 10, 2025: Netflix and Amazon Ads announce programmatic buying partnership

Summary

Who: Netflix and Amazon Ads announced the partnership, with statements from Paul Kotas, Senior Vice President at Amazon Ads, and Amy Reinhard, President of Advertising at Netflix.

What: A programmatic advertising partnership providing advertisers using Amazon DSP with direct access to Netflix's premium ad inventory through automated buying capabilities.

When: The partnership was announced on September 10, 2025, with availability beginning in Q4 2025.

Where: The offering will be available in 11 countries: United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia.

Why: The collaboration aims to provide advertisers with greater flexibility in their buys while simplifying TV planning and campaign management through Amazon's demand-side platform, addressing growing demand for programmatic streaming advertising solutions.