Netflix Upfront: New Ad-Tech Platform, Partnership Deals

Netflix made a number of announcements in its upfront presentation on Wednesday, including starting up its own advertising-technology platform and partnerships with demand-side and supply-side platforms as well as third-party measurement companies.

Starting this summer, Netflix said, it will offer ad inventory via programmatic platforms through supply-side platform Magnite, where brands can buy Netflix media avails via the Trade Desk and Google Display & Video 360.

The company also says its new full list of measurement partners going forward will include Affinity Solutions, DoubleVerify, EDO Inc, Integral Ad Science, iSpotTV, Kantar, Lucid, NCSolutions, Nielsen and TVision.

Showing increasing strength with its ad-supported option, Netflix’s “Basic with Ads” product, the company says it now has 40 million global monthly active users -- up 5 million from a year ago.



In addition, among the new signups in countries that offer all of Netflix's plans (Basic, Standard, Premium), 40% are going to the company’s “Basic with Ads” ad-supported option.

Amy Reinhard, president of advertising for Netflix, said the company will launch an in-house advertising-technology platform.

“Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that has made Netflix the leader in streaming technology today,” she said. 

With regard to its dominant premium program viewing, Netflix says over 70% of its ad-supported members watch for more than 10 hours a month -- which is 15 percentage points higher than the nearest competitor, according to Nielsen. 

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