Netflix will charge advertisers CPMs between $20 and $30 for some ad inventory, significantly lower than previous years. Rates have been dropping steadily since the streaming powerhouse entered the advertising market in 2022, with reported charges as high as $65 CPM initially.
Netflix's new talks with buyers align with its venture into programmatic advertising. The partnership with adtech firms like The Trade Desk and lower-than-usual rates for ads sold via The Trade Desk also indicate a shift in pricing strategies.
The Trade Desk is set to offer private marketplace deals on Netflix inventory and programmatic guaranteed inventory in the coming months, suggesting a more flexible approach to ad sales. These changes reflect a broader industry trend towards evolving advertising models.
While specific pricing discussions in July weren't directly tied to programmatic sales, The Trade Desk's involvement hints at a more comprehensive ad strategy by offering Netflix inventory at competitive rates.
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