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Starting in Q4 2025, advertisers will gain programmatic access to Netflix’s ad-supported tier through Amazon’s demand-side platform (DSP). The rollout will initially span 11 markets: the U.S., U.K., France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia.
This move marks a shift from Netflix’s earlier approach, where ad space was primarily sold through direct sales or private deals. By integrating with Amazon Ads’ ecosystem, Netflix is opening its inventory to a wider pool of advertisers who rely on automated buying solutions.
Amazon’s DSP leverages its first-party data, clean room capabilities, and AI-driven optimization to help marketers plan and execute campaigns across multiple platforms. With Netflix now included, advertisers can measure and target audiences on the streaming giant alongside Amazon’s existing properties and third-party inventory.
“We’re excited to collaborate with Netflix and make its premium content available through Amazon DSP,” said Paul Kotas, Senior Vice President at Amazon Ads. “Our aim is to simplify TV media planning and buying by offering advertisers a single platform for scale and precision.”
Netflix introduced its ad-supported plan in 2022 but has relied on partnerships to accelerate growth in its advertising business. Working with Amazon allows it to expand programmatic access without the heavy lift of building its own DSP.
For Amazon, the deal bolsters its position in the connected TV advertising space, where it has steadily expanded via Fire TV, Twitch, and other channels. Adding Netflix to the mix enhances its competitiveness against platforms like The Trade Desk and Google DV360.
The collaboration also reflects Netflix’s recognition that many advertisers already use Amazon DSP to connect streaming strategies with retail media campaigns—making the partnership a logical step in scaling its ad offering.
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