"With one month to go until Netflix debuts its ad-funded tier, details remain sparse - but following the release of the gruesome documentary about serial killer Jeffrey Dahmer, potential clients are curious about its brand safety commitment. Until now Netflix has only had to answer to its customers and creators, not regulators, and crucially not advertisers. This freedom has allowed it to produce boundary-pushing shows such as Squid Game and Dahmer - Monster: The Jeffrey Dahmer Story -"
"Its latest top-watched show is the 10-part drama about the cannibal serial killer Jeffery Dahmer, which has faced backlash from the LGBTQ+ and Black communities. Gregor Chalmers, head of broadcast at The Kite Factory, tells The Drum that Netflix's latest series detailing the "abhorrent crimes of Jeffrey Dahmer" has left audiences feeling a murderer was humanized while re-traumatizing the families of the victims."
One month before Netflix launches an ad-funded tier, details on ad controls and brand safety remain limited and potential clients are questioning adjacency risks after the Jeffrey Dahmer drama. Netflix previously answered primarily to customers and creators rather than advertisers, enabling boundary-pushing series like Squid Game and Dahmer. The 10-part Dahmer drama has provoked backlash from LGBTQ+ and Black communities and prompted concerns that a murderer was humanized and families were re-traumatized. Advertiser entry costs ($65 CPM and a rumored $20m minimum spend) and unclear content controls raise risk for brands, while Netflix has chosen Microsoft as its adtech partner.
Read at The Drum
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