Veteran GroupM and Ampersand TV media ad executive Nicolle Pangis has been named vice president of advertising at Netflix.

She will report to Amy Reinhard, president of advertising.

Pangis will oversee Netflix’s U.S. and Canada advertising sales and account management team.  The company believes her data-driven approach will aid in Netflix’s continuing ad revenue strategy across all buying capabilities. 

 At Ampersand, an advanced advertising-sales operation, Pangis has been chief executive officer since 2018.

Ampersand -- owned by Comcast, Charter, and Cox Communications -- has grown to having a 75% U.S. addressable TV market footprint.

Pangis formerly was global chief operating officer of the technology, data and services division at GroupM; chief operating officer/global chief revenue officer of GroupM’s ad tech/artificial intelligence company Xaxis; and president of 24/7 Media and 24/7 Media Europe.

This past upfront TV advertising market, Netflix had revenue gains up more than 150% above 2023 and saw increases across all ad categories. 

This year, Netflix’s U.S. ad revenue is estimated to surpass $1 billion. Projections for 2027 estimate ad revenue growing to near $4 billion.

Analysts say current Netflix ad CPMs have declined this year to between $20 and $30 -- in large part due to increased competition from the entry of Amazon Prime Video with an advertising-supported option in January.  In 2022, Netflix introduced its ad pricing at a $65 CPM. By last year, this price point had decreased to a range of $39 to $45.

Next month, the streaming giant will expand advertising programmatic buying with The Trade Desk and Google’s DV 360 in the U.S. and Latin America. It will begin testing in-house advertising technology in Canada. 

In the just-completed third-quarter period in its earnings report, Netflix said its ad-option subscribers grew 34% quarter-on-quarter, and accounted for 50% of all signups in the markets it operates.