"But not all DSPs are built the same. Unlike the others, Amazon brings a layer the rest can't match: commerce data. That gives advertisers something beyond just reach - signals they can actually use to power their ads on Netflix. "By integrating Amazon DSP and enabling even more advanced capabilities together over time, we're making it easier than ever to connect with Netflix's global engaged audience," said Amy Reinhard, president of advertising at Netflix."
"His comment says a lot about how Amazon sees itself in the marketplace. It wants to be the platform marketers use to plan and buy all their streaming media - not just Amazon Prime ones. And over the past few years, it's quietly built the tech, the team and the pitch to make that happen. Gradually, marketers have started to take notice - drawn in by promises of de-duplicated reach, less media waste and more ad dollars actually making it to the publisher."
Starting in Q4, Netflix will make its ad inventory available to buy through Amazon's programmatic buying platform, the Amazon DSP, across 12 markets including the U.S., the U.K., Germany and Japan. The move completes Netflix's programmatic integration with major buying platforms such as Google DV360, The Trade Desk, Yahoo and Microsoft. Amazon's commerce data supplies advertisers with signals beyond reach that can be used to power ads and boost performance on Netflix. Amazon has similar deals with Disney and NBCU and aims to centralize TV planning and buying through Amazon Ads. Marketers are increasingly drawn by promises of de-duplicated reach, reduced media waste and more ad dollars reaching publishers.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]