Brands and agencies buying on Netflix just got sharper targeting. From Q2, advertisers will be able to purchase Netflix inventory and target audiences using Amazon shopping data via the Amazon DSP.
Netflix is also widening the net for audience access through Yahoo DSP, allowing advertisers to activate deterministic Yahoo audiences built from global interest, behavioral, purchase, and life-stage signals.
The streaming giant is expanding its advertising capabilities with deeper third-party audience integrations and the launch of its own Conversion API – moves designed to give marketers more precision, more scale, and clearer attribution across the funnel.
In a public statement from Netflix, the company outlined a series of upgrades that significantly enhance how brands can buy and measure ads on its ad-supported tier.
The first roll out is happening in the US, before expanding to other countries including Australia.
Through Amazon DSP, brands can now apply Amazon Audiences, built from trillions of proprietary shopping, browsing, and streaming signals from Amazon, to their Netflix buys.
By layering Amazon’s commerce data onto Netflix’s highly engaged viewer base, advertisers can reach consumers actively shopping for relevant products — not just passively watching content.
Similarly, buyers using Yahoo DSP can now activate deterministic audience segments powered by hundreds of millions of global signals from Yahoo — spanning interests, purchase behaviors, and life stages.
Netflix explained this gives advertisers “another way to connect their message to the right Netflix member,” making campaigns more timely and contextually relevant.
What does this mean?
- Stronger mid- and lower-funnel activation on CTV
- Commerce-driven targeting layered onto premium streaming
- Scaled behavioral reach without sacrificing brand-safe environments
- Better frequency management across streamers
Netflix is also rolling out its own Conversion API tools — a solution designed to provide real-time insights and clearer outcome reporting.
According to the company, the API is built to help advertisers “prove outcomes” and optimize campaigns based on performance data.
Earlier this year, Netflix partnered with Tinuiti, the largest independent full-funnel marketing agency in the US, for early testing.
The results of the partnership included:
- Campaigns outperformed benchmarks by more than 75%
- Strong performance across financial services, ed tech, and retail
- Improved attribution clarity across the funnel
The release shared that Netflix is “encouraged by the early results” and plans to expand its first-party solutions in the months ahead.
Why does it matter now?
For agencies under pressure to justify CTV investment with measurable business outcomes, this marks an important shift.
Netflix is evolving from a premium reach platform to a performance-capable media channel.
Key implications:
- Brands can now connect high-intent retail data to culturally dominant programming.
- Better management of how often ads appear across streamers helps reduce waste and improve user experience.
- First-party CAPI integrations signal Netflix’s long-term bet on durable, privacy-forward measurement infrastructure.
- Agencies gain access to hundreds of millions of behavioral signals without relying on third-party cookies.
By integrating with Amazon and Yahoo’s deterministic datasets and introducing its own measurement layer, Netflix is highlighting it wants to compete not just for brand dollars, but for measurable performance budgets.
