Future of TV Briefing: How Netflix is shaking up the upfront deal model

"Netflix has been increasingly signing single- and multi-year deals with key advertising accounts that extend beyond the scope of traditional upfront deals, according to agency executives with knowledge of the matter. That includes first-right-of-refusal before opportunities are made available to advertisers in the upfront market."

"The deals more closely resemble the joint business plans that retailers sign with brands as part of retail media agreements, and in the context of the TV and streaming ad market, they put Netflix closer to the realm of tech participants Amazon and YouTube than typical TV and streaming ad sellers."

"Call them JBP-lite or upfront-plus, these deals give participating advertisers early access to Netflix's intellectual property for sponsorship opportunities, including product placement in programming."

Netflix is increasingly securing single- and multi-year advertising deals with key accounts that extend beyond traditional upfront market practices. These agreements, sometimes called JBP-lite or upfront-plus deals, grant participating advertisers early access to Netflix's intellectual property, including sponsorship opportunities and product placement in programming. The structure resembles joint business plans used in retail media agreements, positioning Netflix closer to tech companies like Amazon and YouTube rather than traditional TV and streaming ad sellers. While not entirely new—Netflix began implementing these comprehensive agreements shortly after launching its advertising business in 2022—the company continues refining this approach as it evolves its advertising strategy.

Read at Digiday