"Netflix wants the industry to know 'we've been listening closely to what advertisers are asking for.' Both targeting and measurement have been at the top of marketer priorities since Netflix first launched ads in 2022. These integrations give Netflix buyers the ability to target viewers based on information such as purchase behavior and life stage."
"Using AI to cut down on grunt work is 'a game changer in terms of building out a sustainable local news business,' says Henry Faure Walker, CEO of USA Today's UK-based Newsquest Media Group. Last year, its digital subscriptions grew 32%, and it now plans to expand further."
Netflix introduced a conversion API (CAPI) to enable advertisers to measure whether streaming ads drive actual customer actions, addressing long-standing marketer demands for better targeting and measurement capabilities since the platform launched ads in 2022. The CAPI integrations allow Netflix buyers to target viewers based on purchase behavior and life stage data. This move reflects broader industry pressure on streaming companies to demonstrate ad effectiveness and justify long-term investments. Netflix plans to extend these capabilities to additional markets where its ads plan operates by year-end. Meanwhile, local news outlets like The Philadelphia Inquirer are leveraging AI tools to identify newsworthy topics at local meetings and expand their reach, launching multiple newsletters and growing digital subscriptions significantly.
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