Netflix has announced a series of upgrades to its advertising suite, expanding measurement, conversion tracking and audience-targeting capabilities for advertisers as the streaming platform looks to grow its advertising business.
The updates include new first-party measurement tools, expanded programmatic audience options and additional ways for advertisers to track the impact of their Netflix campaigns.
It follows the announcement from Netflix CEO Greg Peters earlier this year, where he shared advertising revenue was expected to double in value to around US$3 billion (AU$4.2 billion).
In a blog post shared today titled ‘Netflix Ads Suite Has Better Buying, Better Planning, Better Results’ Netflix vice president of US and Canada advertising Nicolle Pangis said the improvements would expand the platform’s programmatic offering while giving advertisers more ways to measure campaign performance.
Among the key changes are an enhanced Conversion API and a new Netflix Pixel, giving advertisers access to more than 20 lower-funnel conversion events.
The tools will allow advertisers to test conversion lift, attribution and A/B testing through Netflix’s first-party measurement solutions, helping them better understand how advertising on the platform translates into consumer action.
The upgrades also expand targeting capabilities, allowing advertisers to use their own conversion data to build and refine audience segments.
Netflix is also broadening its programmatic audience capabilities beyond Yahoo DSP and Amazon DSP to include The Trade Desk. Available from next month, the integration will allow advertisers to activate third-party partner data and their own first-party data through The Trade Desk’s audience capabilities when buying Netflix advertising.
On the measurement front, Netflix is expanding access to its first-party Conversion Lift solution, which aims to distinguish conversions driven by advertising from those that would have occurred anyway. This gives advertisers a clearer view of the incremental impact of their campaigns.
The streamer is also introducing in-DSP measurement capabilities. Advertisers using Yahoo DSP can measure single-publisher attribution across programmatic Netflix buys, with similar functionality for The Trade Desk expected to follow.
The changes give advertisers more options to connect streaming exposure with downstream outcomes, addressing a key challenge for marketers looking to understand the effectiveness of campaigns on connected TV and other premium video platforms.
The upgrades come as Netflix continues to scale its advertising business. The company is projected to double its advertising revenue for the second consecutive year, with its latest quarterly earnings, due later on Tuesday, expected to provide a further indication of its progress.
Netflix launched its ad-supported plan in Australia in March 2026, adding another option for advertisers seeking to reach streaming audiences.
The company is also planning to expand its advertising plan into 15 additional countries next year, including New Zealand, Austria, Belgium, Colombia, Denmark, Ireland, the Netherlands, Norway, Peru, Poland, Sweden and Switzerland, as well as other markets.
