Netflix is deepening its push into the advertising space by teaming up with Yahoo to expand access to its ad inventory. The streaming giant announced on Monday that it will integrate the Yahoo Demand-Side Platform (DSP) into its advertising ecosystem, making it easier for marketers to buy ads on Netflix through automated programmatic channels.
This move marks a significant step forward for Netflix’s growing ad business. The new integration will roll out later this year and will be available in 12 countries, including major markets like the United States, United Kingdom, Germany, Japan, and Brazil.
“This is another milestone for the ads business,” said Amy Reinhard, President of Advertising at Netflix.
Through this partnership, advertisers will be able to buy Netflix ads programmatically using Yahoo’s DSP, which helps brands and agencies automate the buying of digital advertising. This will make Netflix inventory more accessible for advertisers looking to reach targeted audiences on the streaming platform.
With Yahoo joining the fold, it now sits alongside other Netflix ad partners such as The Trade Desk, Google Display & Video 360, and Microsoft.
Netflix says the collaboration is part of a larger strategy to enhance ad performance by offering more precise audience targeting tools. Currently, advertisers can target audiences across over 100 interest-based segments and 17 major categories on Netflix. Furthermore, brands are also able to apply their own first-party data to match with Netflix’s viewers enabling more relevant and customized ads.
This type of granular targeting is especially valuable for brands looking to make the most out of their advertising budgets. As consumer attention continues to shift to streaming platforms, reaching the right audience at the right time is becoming more important than ever.
Netflix introduced its ad-supported tier in late 2022, aiming to create a more affordable subscription option while unlocking a new revenue stream through advertising. Since then, the company has steadily expanded its ad presence to key global markets. The lower-cost tier has helped Netflix tap into new user segments while offering advertisers access to a massive global audience.
Notably, the streaming platform has been cautious in building out its ad business, focusing on high-quality inventory and controlled ad experiences rather than bombarding users with lengthy ad breaks.
The partnership with Yahoo also highlights the ongoing transformation of the streaming landscape, where programmatic advertising is becoming the norm. For platforms like Netflix, making its ad inventory accessible through leading DSPs means increased ad revenue opportunities and broader reach for advertisers.
For Yahoo, gaining access to Netflix’s inventory boosts its position in the competitive digital ad tech space, especially as more advertisers seek alternatives to traditional TV and want scalable solutions across streaming platforms.
Additionally, this move could bring more flexibility and transparency to media buyers who want to manage campaigns across multiple channels through a single platform.
With this integration, Netflix continues to move toward building a full-fledged advertising ecosystem. The company is expected to roll out more tools and features that appeal to marketers in the months ahead. Whether through deeper audience insights, real-time bidding options, or enhanced measurement tools, Netflix is clearly positioning itself as a serious player in the ad-supported streaming game.
As of now, the Yahoo DSP integration is scheduled to go live by the end of 2025, giving advertisers yet another way to tap into the power of Netflix’s audience.