"Netflix had a tough start with its ad business four/five years ago. It feels like in the past year plus, Netflix has had a real glow up on the ad side of things."
"When Netflix's ad business first launched in 2022, it was a rocky start plagued with high CPMs, limited inventory and other advertiser gripes. The streaming giant's turnaround came in 2024, during its Christmas Day NFL coverage."
"That's really opened it up to smaller- and mid-sized advertisers."
Netflix's ad business is transitioning from a rocky start to a significant player in the advertising market. The company is expanding its ad tech and forming new partnerships, aiming to create a unique ad product. Recent earnings show a revenue increase, with successful ad inventory sales during live sports events. Netflix is also enhancing programmatic buying, allowing smaller advertisers access to its platform. The shift to in-house ad management has contributed to this growth, indicating a strong future for Netflix's advertising strategy.
Read at Digiday
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