Los Angeles, March 5, 2026, 05:27 PST
- Netflix plans to roll out additional ad-targeting tools through Amazon DSP and Yahoo DSP in the U.S. beginning in the second quarter.
- Netflix is rolling out a Conversion API, giving advertisers new tools to track performance and fine-tune their campaigns.
- Performance-driven ad dollars are in focus, with streaming competitors eyeing budgets tied to provable results.
Netflix is adding fresh audience targeting options to its Ads Suite, teaming up with Amazon and Yahoo’s ad-buying platforms. There’s a new measurement tool too, built to show if ads are actually boosting sales or sign-ups. These features hit the U.S. in the second quarter, with more ad-supported markets getting them before year-end, the company said.
Netflix is stepping further into performance advertising, a space where brands care less about who viewed an ad and more about what viewers actually do afterward. The company’s spokesperson told ADWEEK these new tools aren’t linked to its upfront strategy — those yearly TV ad negotiations that still account for a portion of ad budgets.
Netflix’s CFO Spencer Neumann told Morgan Stanley’s Technology, Media & Telecom Conference on Wednesday that the streaming giant is looking for its ad business to “rough doubling again this year” as it increases integrations and sell-through. On fill rates — the portion of available ad slots sold — Neumann made it clear: “We don’t manage to fill rate. We manage to overall ad revenue.” Investing.com India
Netflix’s latest targeting tweaks come after the streamer earlier opened up some of its ad slots to Amazon’s demand-side platform, or DSP. That’s the tech buyers use for automated digital ad purchases. Back in September, Netflix and Amazon DSP teamed up to enable programmatic ad buying, according to StreamTV Insider.
Agencies and brands lean on a DSP to place real-time bids for ad inventory, skipping manual negotiations for every spot. With a conversion API, they can relay verified actions—think purchases or app installs—back to gauge if an ad did its job.
Netflix is rolling out new ad tools, giving advertisers more control over how often viewers encounter the same ad, and introducing a “Conversion API” built to track outcomes in real time. According to the company, early tests with agency Tinuiti saw campaign results surpassing benchmarks by over 75% in sectors like fintech, edtech, and retail. Broadband TV News
Amazon is framing its collaboration with Netflix as another step in its broader strategy to connect streaming viewership with actual shopping activity. “We want to see an outcome,” said Sarah Iooss, Amazon Ads’ director of agency partnerships and Twitch, speaking to AdExchanger. According to the publication, Prime Video’s audience now stands at roughly 130 million, following the switch that moved a large chunk of subscribers onto an ad-supported tier. AdExchanger
Netflix shares pointed up roughly 1% in premarket action Thursday, trading around $98.66.
Still, that focus on precise targeting and measurement ramps up the pressure. Platforms are under mounting scrutiny for their use of consumer data. If attribution falters or Netflix fails to limit ad loads enough to preserve the viewing experience, advertisers can bolt in a hurry.
Netflix rolled out its lower-priced ad-supported tier in 2022, then layered on targeting and measurement features as things progressed. That original version? “Very simple,” with almost no advanced targeting, according to VideoWeek. Videoweek
