Netflix recently announced the European rollout of its programmatic advertising beta program, partnering with demand-side platforms like Google and The Trade Desk, commencing later this month. This initiative follows its earlier success in the Americas. Co-CEO Gregory K. Peters emphasized the strategic importance of ads in Netflix's future, predicting 2025 will mark a significant transition. However, the company may face challenges from larger competitors like Amazon and YouTube, which are exerting downward pricing pressure in the market. Starting February 24, various European countries will have access to ad placements on Netflix, with targeted audience capabilities.
Effective Feb. 24, brands and agencies in Germany, Spain, France, Italy, and the U.K. will be able to buy ad time on Netflix, targeting specific audiences.
Gregory K. Peters claims ads will be a 'priority part of our roadmap for several years,' indicating Netflix's long-term commitment to grow its ad business.
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