Netflix recently announced advancements in its advertising strategy at their annual upfront event, revealing that their ad tier now boasts 94 million global users. The Netflix Ads Suite will expand into more regions and feature innovations such as first-party data integration, enhanced programmatic buying options, and a new modular ad format using generative AI. Advertisers can now target specific interests and measure brand lift, solidifying Netflix's commitment to creating effective advertising solutions and improving user experience.
Among the highlights, Netflix explained how it plans to expand Netflix Ads Suite-the company's in-house ad platform-in the coming months. NAS is currently live in the U.S. and Canada, and goes live in EMEA next week.
Advertisers can now incorporate their first-party data, either through LiveRamp or directly with Netflix, to match data sets for behavioral insights and targeting capabilities against Netflix's ads audience.
According to Netflix, the company's ad tier has eight times higher brand favorability than the CTV average and leads to 162% higher sales per impression.
The company revealed several new enhancements to build on those numbers further, offering more options and deal types for programmatic buying and expanding measurement with new first-party measurement solutions.
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