Amazon and Netflix Partner for Programmatic Advertising

Netflix and Amazon Ads have partnered to provide advertisers using Amazon DSP access to Netflix's ad inventory. The offering will be available in 11 countries, including the US, UK, France, and Australia. This move aims to expand advertising revenue streams for both companies.

Netflix and Amazon Ads have announced a strategic partnership that will allow advertisers using Amazon's demand-side platform (DSP) to access Netflix's ad inventory. The offering will be available in 11 countries, including the US, UK, France, and Australia, starting in the fourth quarter of 2025 [^1, 2, 3].

The partnership aims to expand advertising revenue streams for both companies. Amazon's DSP will leverage its first-party data insights and AI capabilities to help advertisers target Netflix's global audience more effectively. The integration aligns with Netflix's strategy to provide advertisers greater flexibility in their buys to achieve their marketing goals [^2, 4].

Paul Kotas, Senior Vice President of Amazon Ads, stated, "We’re delighted to enter into this partnership with Netflix, enabling brands to reach their subscribers and extensive library of premium content with Amazon DSP. Our goal is to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads" [^1, 3].

Amy Reinhard, President of Advertising at Netflix, noted, "This partnership with Amazon perfectly aligns with our commitment of bringing advertisers even greater flexibility in their buys to achieve their marketing goals. 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" [^1, 3].

The partnership comes as both companies have been expanding their advertising capabilities. Amazon has been ramping up its ad business, with Prime Video surpassing 130 million ad-supported users in the US. Netflix, meanwhile, has seen its ad-supported tier hit 94 million monthly users globally Amazon and Netflix Ink Advertising Partnership^[3].

The market reaction to the partnership has been mixed. While Amazon and Netflix shares have seen only marginal changes, The Trade Desk's stock fell sharply, down 7.5% in early trading, reflecting investor concerns that the partnership could divert advertising dollars away from alternative platforms like The Trade Desk The Trade Desk stock falls after Amazon-Netflix ad partnership^[4].

The partnership is expected to further solidify Amazon's position as a major player in the programmatic advertising space and could lead to increased competition among ad tech firms. As advertisers consolidate more of their programmatic spending through Amazon's ecosystem, other DSP providers may need to adapt their strategies to remain competitive Netflix and Amazon Team to Turn Streamer's Programmatic ...^[5].