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Netflix launches advanced targeting suite for EMEA programmatic advertising

Netflix debuts sophisticated targeting tools in EMEA July 1, including mood targeting, postal code precision, and 100+ interest segments.

Luis Rijo

• 6 min read
Netflix EMEA targeting features: 1P audiences, mood targeting, 100+ interests, first impressions, postal codes
Netflix EMEA targeting features: 1P audiences, mood targeting, 100+ interests, first impressions, postal codes

Netflix activated its most sophisticated targeting capabilities across Europe, the Middle East, and Africa on July 1, 2025, introducing precision advertising tools that leverage the streaming platform's unique viewer data. The announcement by Jorge Andrade, Global Client Partner at Netflix, revealed targeting methodologies extending beyond traditional demographic parameters to include mood-based audience segmentation and granular geographic precision.

According to Andrade's announcement, advertisers can now access "age, gender, mood, interest & language targeting" through Netflix's newly launched Ads Suite. The mood targeting capability represents a significant advancement in connected television advertising, enabling brands to reach audiences based on content consumption patterns and emotional engagement states.

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Summary

Who: Netflix, through Global Client Partner Jorge Andrade, launched advanced targeting capabilities for advertisers across Europe, the Middle East, and Africa.

What: Netflix introduced sophisticated targeting tools including mood-based audience segmentation, postal code-level geographic targeting, 100+ interest segments across 17 categories, first-party audience onboarding, language targeting, and high-impact placement options including First Impression and curated Title Selection.

When: The advanced targeting suite became available on July 1, 2025, as part of Netflix's EMEA programmatic advertising launch.

Where: The targeting capabilities operate across Europe, the Middle East, and Africa through Netflix's Ads Suite platform, accessible via multiple demand-side platforms including The Trade Desk, Google DV360, Microsoft, Magnite, and Yahoo DSP.

Why: These advanced targeting capabilities enable Netflix to offer advertisers precision marketing tools that leverage unique viewer behavior data and content consumption patterns, positioning the platform competitively in the $240 billion global video advertising market while supporting Netflix's goal to double advertising revenue in 2025.

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The platform's interest targeting spans more than 100 segments across 17 categories, providing granular audience segmentation opportunities. Advertisers can target fans of specific Netflix properties including Stranger Things, Wednesday, or Bridgerton, leveraging the platform's extensive content catalog for precise audience identification.

Geographic targeting capabilities extend to postal code level across EMEA markets. This precision enables localized campaign execution for retail advertisers, service providers, and brands requiring specific geographic reach within Netflix's streaming footprint. The postal code targeting represents advancement beyond traditional connected television geographic parameters, which typically operate at designated market area or regional levels.

Netflix's first-party audience onboarding capabilities enable advertisers to match customer data against Netflix's viewer segments. According to Andrade, brands can now utilize "1P onboarded audiences" for enhanced targeting precision. This functionality addresses growing industry demands for privacy-compliant targeting methodologies while maintaining campaign effectiveness.

The targeting infrastructure supports content-level precision through curated Title Selection options. Advertisers can target specific placements within Netflix's programming, including "Top 10" trending content. This capability enables campaigns aligned with popular programming cycles and viewer engagement peaks.

Language targeting parameters accommodate EMEA's linguistic diversity. The capability enables advertisers to reach audiences based on content consumption preferences and language settings, addressing multilingual market requirements across European, Middle Eastern, and African territories.

Netflix's mood targeting methodology leverages viewer behavior analytics derived from content consumption patterns. The platform analyzes viewing preferences, completion rates, and content selection behaviors to identify emotional engagement states. This approach enables advertisers to reach audiences during specific mood contexts, potentially improving campaign relevance and response rates.

The technical implementation incorporates Netflix's proprietary audience intelligence systems. The platform has developed sophisticated targeting options allowing advertisers to target more than 100 interests across 17 categories since May 2024, including life stage segmentation capabilities.

Interest segmentation categories encompass entertainment preferences, lifestyle indicators, and behavioral patterns. The 17-category framework enables advertisers to target audiences based on viewing habits that correlate with purchase intent and brand affinity. Categories include content genre preferences, viewing frequency patterns, and cross-platform engagement behaviors.

First-party data integration supports advanced audience modeling through secure matching protocols. Netflix partners with clean room suppliers including Snowflake, InfoSum, and LiveRamp to facilitate data matching without compromising individual privacy. These partnerships enable advertisers to combine their customer data with Netflix's audience insights for enhanced targeting precision.

The platform's demographic targeting extends beyond basic age and gender parameters. Netflix's audience segmentation incorporates household composition, viewing device preferences, and temporal consumption patterns. These enhanced demographic insights enable more sophisticated campaign targeting compared to traditional television advertising approaches.

High-impact placement targeting includes First Impression opportunities, enabling brands to capture initial viewer attention during content sessions. According to Andrade, advertisers can access "high-impact placements like First Impression & curated Title Selection." First Impression placements position advertisements at the beginning of viewing sessions, maximizing brand exposure during peak attention periods.

The targeting capabilities operate across Netflix's preferred demand-side platform ecosystem. Advertisers can execute targeted campaigns through The Trade Desk, Google Display & Video 360, Microsoft, Magnite, and Yahoo DSP, providing familiar interface access to Netflix's advanced targeting tools.

Netflix's mood targeting represents technical innovation in connected television advertising. Traditional broadcast advertising relies on program content analysis for mood context, while Netflix's approach incorporates individual viewer behavior data. The platform analyzes viewing duration, content completion rates, and subsequent viewing choices to determine emotional engagement states.

Geographic precision at postal code level enables hyperlocal campaign execution. Retailers can target audiences within specific delivery zones, while service providers can focus campaigns on coverage areas. This targeting granularity addresses advertiser requirements for location-based campaign optimization previously unavailable in connected television environments.

Interest targeting methodology incorporates content affinity scoring based on viewing history and engagement metrics. Netflix's algorithm analyzes viewing patterns across its content catalog to identify audience interests extending beyond demographic characteristics. This approach enables targeting based on content preferences that may not align with traditional demographic assumptions.

The platform's language targeting accommodates regional content consumption patterns. EMEA markets include multiple linguistic groups with distinct content preferences. Netflix's targeting system identifies language preferences based on content selection and subtitle usage patterns, enabling precise audience segmentation across multilingual markets.

Advanced audience segmentation incorporates viewing device analysis. Netflix tracks consumption across mobile devices, connected televisions, desktop computers, and tablets to identify device preference patterns. This data enables advertisers to optimize creative formats and messaging strategies based on viewing context and device capabilities.

Temporal targeting capabilities leverage Netflix's viewing pattern analytics. The platform identifies peak engagement periods for specific audience segments, enabling advertisers to schedule campaigns during optimal viewing windows. This temporal optimization enhances campaign effectiveness by aligning advertisement delivery with audience availability and attention levels.

Content genre targeting enables brands to reach audiences based on entertainment preferences. Netflix categorizes its content across multiple genre classifications, enabling advertisers to target audiences consuming specific content types. This approach provides alternatives to traditional program sponsorship by enabling genre-based audience targeting across Netflix's content catalog.

The targeting infrastructure supports real-time optimization based on campaign performance data. Netflix's platform analyzes impression delivery, completion rates, and engagement metrics to optimize targeting parameters during campaign execution. This dynamic optimization capability enhances campaign effectiveness through continuous audience refinement.

Netflix's advanced targeting capabilities address evolving advertiser requirements for precision and accountability in connected television advertising. The platform's expansion into programmatic advertising reflects broader industry momentum, with 72% of marketers planning to increase programmatic investment in 2025.

The EMEA targeting launch enables sophisticated audience segmentation previously unavailable in European, Middle Eastern, and African streaming advertising markets. Netflix's combination of content-based insights, behavioral analytics, and geographic precision creates targeting opportunities for brands seeking alternatives to traditional television advertising approaches.

Cross-platform audience modeling incorporates Netflix's understanding of viewing behavior across different content categories. The platform analyzes audience engagement with documentaries, scripted series, reality programming, and international content to develop comprehensive interest profiles. This analysis enables targeting based on content consumption diversity and engagement depth.

Netflix's targeting methodologies incorporate privacy-compliant data processing techniques. The platform operates within European data protection frameworks while maintaining targeting effectiveness through aggregate analysis and anonymized audience segmentation. This approach addresses regulatory requirements while preserving advertiser access to sophisticated targeting capabilities.

The advanced targeting suite positions Netflix competitively within the connected television advertising landscape. Traditional broadcast television targeting relies on program demographics and geographic zones, while Netflix's approach leverages individual viewing behavior and content preferences for audience segmentation.

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