Netflix expands ad reach in fresh programmatic deal with Yahoo

Netflix is adding Yahoo DSP to its ad tech lineup, offering brands a new automated channel to its global ad-supported viewers in 12 countries later this year. With this partnership, Netflix plans to elevate ad campaign effectiveness and offer greater buying flexibility.Expanding the ad dance card: Yahoo joins The Trade Desk, Google Display & Video 360, and Microsoft as key programmatic partners for Netflix. The streamer has been steadily enhancing its ad platform, recently introducing improved targeting with over 100 interests across more than 17 categories and enabling first-party data integration for clients.Soundbites for sales: Netflix’s ad president, Amy Reinhard, called the deal “another milestone,” focused on “driving performance for Netflix advertisers.” Echoing the sentiment, Yahoo DSP’s SVP Alia Lamborghini highlighted offering access to “highly engaged audiences in a trusted, brand-safe environment” and simplifying CTV strategy integration for advertisers.Ad tier ambitions: This partnership lands as Netflix actively works to scale its ad-supported tier, which counted nearly 95 million global users earlier this year. The move also precedes the industry’s key Cannes Lions advertising festival, which further illustrates Netflix’s push to make its ad inventory more compelling.The ad tech shuffle: Netflix is betting that more programmatic pipes and smarter targeting will make its ad tier an unskippable part of global media plans, sharpening its competitive edge in the crowded streaming ad market. Elsewhere in the connected TV space, Amazon and Roku are joining forces to pool audience data for advertisers. Roku also recently fortified its ad leadership by appointing James Kelm as its new VP of Product, Advertising, and Media.