Amazon Ads and Netflix teams up for programmatic access to streaming inventory

Amazon Ads has struck a partnership with Netflix to give advertisers programmatic access to the streamer’s premium ad inventory through Amazon’s demand-side platform (DSP). The move, set to roll out in Q4 2025, will allow advertisers using Amazon DSP to buy Netflix inventory directly across 11 markets including the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia.

The tie-up is aimed at making Netflix’s growing ad-supported tier more accessible to brands while giving marketers additional flexibility in how they reach streaming audiences. 

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Amazon DSP is the company’s programmatic buying solution, which uses first-party insights, clean room technology and AI-powered automation to streamline campaign planning, buying and measurement.

“We’re delighted to enter into this partnership with Netflix, enabling brands to reach their subscribers and extensive library of premium content with Amazon DSP. Our goal is to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads,” said Paul Kotas, senior vice president, Amazon Ads. 

In tandem, Amy Reinhard, president of advertising at Netflix said, "This partnership with Amazon perfectly aligns with our commitment of bringing advertisers even greater flexibility in their buys to achieve their marketing goals. By integrating Amazon DSP and enabling even more advanced capabilities together over time, we’re making it easier than ever to connect with Netflix's global engaged audience." 

Australia has been a major market on Netflix's radar for some time. Recently, Netflix also joined Australia’s official TV ratings provider OzTAM in a landmark move to increase transparency around how Australians consume content on the platform. The partnership sees Netflix become the first global streaming platform to have its audience independently measured and reported by OzTAM.

It also represents a significant first step in aligning SVOD streaming data with free-to-air (FTA) broadcast TV and BVOD measurement through one standardised currency and common metrics, a significant step for the streamer in aligning with industry standards as viewing habits shift further toward digital and on-demand.

Last month, Netflix also appointed Amanda Duthie as content director for Australia and New Zealand, strengthening its local content leadership as competition in the streaming market intensifies.

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