Netflix will be accessible within Amazon's Demand-Side Platform (DSP) starting from the fourth quarter of 2025.
Amazon DSP and Netflix Form Programmatic Partnership
In a significant move to simplify TV planning and buying for advertisers, Amazon Ads and Netflix announced a programmatic advertising partnership on September 10, 2025. The collaboration, set to begin availability in Q4 2025, will provide advertisers using Amazon DSP with direct access to Netflix's premium ad inventory across eleven countries including the USA, Germany, and the UK.
The technical integration between Amazon DSP and Netflix supports both programmatic guaranteed and private marketplace buying options, offering advertisers choice and flexibility in their buys. This partnership is a strategic move by Netflix, aligning with their commitment to bring advertisers greater flexibility in their buys.
Netflix has been systematically expanding its programmatic advertising capabilities throughout 2024 and 2025. In May 2024, the streaming giant opened its ad inventory to The Trade Desk, Google DV360 & Magnite. In June 2025, Netflix added Yahoo DSP as its fourth global programmatic advertising partner.
The collaboration addresses growing demand for programmatic streaming advertising solutions. Amazon, too, has been expanding its programmatic capabilities throughout 2025, consolidating first-party advertising inventory across multiple owned properties in January 2025. In August 2024, Microsoft launched Premium Streaming campaigns including Netflix.
Amazon's demand-side platform, Amazon DSP, provides advertisers with a choice of sophisticated clean room technology and unique first-party insights to bring advertisers and publishers closer together. The partnership enables advertisers to leverage Amazon DSP's measurement infrastructure for detailed performance analytics of streaming campaigns.
Netflix has also enhanced its targeting capabilities. In July 2025, it launched advanced targeting capabilities in EMEA markets, including mood targeting and postal code precision.
The offering aims to provide advertisers with greater flexibility in their buys while simplifying TV planning and campaign management. Amazon launched geographic insights features in June 2025 to help advertisers identify untapped markets.
This partnership marks Netflix's fifth major programmatic partnership, adding Amazon DSP to its existing relationships with The Trade Desk, Google Display & Video 360, Microsoft, and Yahoo DSP. The partnership will be available in 11 countries: United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia.
Amazon DSP reached a monthly ad-supported audience of 275 million customers in the United States as of October 2024, making it an attractive partner for Netflix. The partnership is expected to further boost both platforms' advertising capabilities and offer advertisers a wider range of options for their campaigns.
Read also:
- Goodyear in 2025: Advancement in Total Mobility through the Launch of Kmax Gen-3 by Goodyear
- Electric SUV Showdown: Vinfast VF6 or MG Windsor EV - Your Choice Revealed
- United States Secures $632 Million to Fuel Electric Vehicle Revolution
- IM Motors reveals extended-range powertrain akin to installing an internal combustion engine in a Tesla Model Y
%20starting%20from%20the%20fourth%20quarter%20of%202025.){kind=link}