Netflix adds Yahoo DSP as fourth global programmatic advertising partner

Netflix announced on June 16 its global programmatic advertising expansion through a partnership with Yahoo DSP, according to Amy Reinhard, President of Advertising at Netflix. The collaboration will enable advertisers to purchase Netflix inventory programmatically through Yahoo's platform across all 13 countries where Netflix offers ad-supported streaming later this year.

"Integrating Yahoo DSP is all about driving performance for Netflix advertisers, and we will partner together on advanced targeting segments to optimize the best results for our clients," Reinhard stated in the announcement. This expansion positions Yahoo DSP alongside The Trade Desk, Google Display and Video 360, and Microsoft as Netflix's fourth programmatic partner.

The timing of Netflix's Yahoo DSP integration reflects strategic momentum in the streaming platform's advertising business. According to quarterly earnings disclosed in April 2025, Netflix reported $10.54 billion in total revenue for Q1 2025, representing a 13% year-over-year increase. Operating income surged 27% to $3.35 billion during the same period.

Summary

Who: Netflix, led by Amy Reinhard, President of Advertising, announced a partnership with Yahoo DSP to expand global programmatic advertising capabilities.

What: Netflix integrated Yahoo DSP as its fourth global programmatic advertising partner, joining The Trade Desk, Google Display and Video 360, and Microsoft in offering automated ad buying capabilities across Netflix's streaming platform.

When: The announcement was made on June 16, 2025, with full implementation planned for later in 2025 across all 13 of Netflix's ad-supported countries.

Where: The partnership covers all 13 countries where Netflix offers ad-supported streaming: United States, United Kingdom, France, Spain, Ireland, South Korea, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia.

Why: This expansion enables Netflix to offer advertisers more optionality in programmatic buying while advancing the company's goal to double advertising revenue in 2025, positioning the platform to capture greater shares of the $240 billion global video advertising market through enhanced targeting capabilities and simplified campaign management.

Netflix launched its ad-supported tier in November 2022, marking a fundamental shift in the company's business model. The platform has systematically expanded its programmatic capabilities across regions throughout 2024 and 2025. During Q1 2025, Netflix launched programmatic advertising in Europe, the Middle East, and Africa (EMEA), building on existing capabilities in the United States, Canada, and Latin America. The company completed its global programmatic rollout with Asia-Pacific expansion in Q2 2025, encompassing 13 ad-supported markets: United States, United Kingdom, France, Spain, Ireland, South Korea, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia.

The Yahoo DSP partnership enables advertisers to leverage advanced targeting capabilities that Netflix has developed over the past 18 months. In May 2024, Netflix announced expanded targeting options allowing advertisers to target more than 100 interests across 17 categories, including life stages. The platform also introduced first-party data integration, enabling clients to match their customer data against Netflix's advertising audience for enhanced behavioral insights and targeting precision.

Technical integration between Yahoo DSP and Netflix will support both programmatic guaranteed and private marketplace buying options. According to Alia Lamborghini, Senior Vice President of Global Revenue at Yahoo DSP, the partnership offers "access to highly engaged audiences in a trusted, brand-safe environment" while enabling advertisers to "incorporate Netflix into their broader Connected TV strategies without added complexity."

Netflix's programmatic expansion occurs within a broader industry shift toward automated advertising buying. According to Comscore's State of Programmatic Report released in January 2025, 72% of marketers planned to increase programmatic advertising investment in 2025, up from 62% in 2024. Connected TV's share of media budgets is projected to double from 14% in 2023 to 28% in 2025.

The streaming platform's advertising technology infrastructure underwent significant development during 2024 and early 2025. Netflix launched its proprietary ad platform, Netflix Ads Suite, in the United States on April 1, 2025, transitioning from its previous reliance on Microsoft Advertising technology. The company plans to expand Netflix Ads Suite to all 13 ad-supported countries throughout 2025.

Revenue projections for Netflix's advertising business indicate substantial growth potential. Industry analysts estimate the company's current annual advertising revenue run rate at approximately $1.5-2 billion, with Netflix targeting a doubling of advertising revenue in 2025. The company's shareholder letter noted that Netflix represents "about 6% of consumer spend and ad revenue in the countries we serve," highlighting significant expansion opportunities within the $240 billion global video advertising market.

Netflix's programmatic partnerships extend beyond technical integration to include measurement and verification capabilities. The platform maintains relationships with verification providers including DoubleVerify and Integral Ad Science for fraud and viewability verification across programmatic channels. Campaign performance measurement integration spans third-party platforms including NielsenOne, EDO Inc., NCSolutions, Kantar, and Affinity Solutions.

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Geographic deployment of Netflix's programmatic capabilities follows a phased approach reflecting regional advertising market maturity. The United States and Canada represented Netflix's initial programmatic market, followed by Latin America and EMEA regions. The Asia-Pacific rollout, completed in Q2 2025, encompasses markets including Japan, South Korea, Australia, and Brazil.

The competitive landscape for streaming advertising has intensified as platforms race to capture advertiser budgets migrating from traditional television. Disney expanded its programmatic advertising capabilities across streaming platforms in April 2025, integrating live content from Hulu and Disney+ with certified demand-side platforms including Google's DV360, The Trade Desk, Yahoo DSP, and Magnite.

Netflix's enhanced programmatic offering addresses advertiser demands for efficient campaign management and cross-platform integration. The Yahoo DSP partnership enables advertisers to manage Netflix inventory alongside other digital advertising efforts through familiar platform interfaces, reducing operational complexity while expanding reach opportunities.

Data privacy considerations factor prominently in Netflix's programmatic advertising strategy. The company partnered with clean room suppliers Snowflake, InfoSum, and LiveRamp to address data privacy concerns while maintaining targeting effectiveness. These partnerships enable secure data matching between advertiser first-party data and Netflix's audience segments without compromising individual privacy.

The announcement builds upon Netflix's upfront advertising commitments, which increased more than 150% compared to 2023 according to August 2024 disclosures. The company secured deals with major holding companies and independent agencies across consumer packaged goods, technology, entertainment, automotive, quick service restaurants, and retail categories.

Market implications of Netflix's programmatic expansion extend beyond individual campaign performance to industry-wide effects. The addition of premium streaming inventory to programmatic marketplaces increases competition for advertiser budgets while providing new opportunities for audience engagement. However, the expansion also contributes to advertising ecosystem fragmentation, making cross-platform measurement and attribution increasingly complex for marketing teams.

Netflix's international programmatic rollout reflects varying levels of digital advertising market development across regions. Asia-Pacific markets, including Japan with its $9.8 billion video streaming market in 2025, represent significant growth opportunities as programmatic adoption accelerates. European markets benefit from established programmatic infrastructure, while Latin American expansion addresses emerging digital advertising markets.

The Yahoo DSP integration complements Netflix's broader advertising technology investments, including artificial intelligence-enhanced advertising capabilities. The company has developed AI-powered ad products that place advertiser creative content within Netflix show environments, including productions like Stranger Things and Wednesday, creating immersive brand experiences that maintain the platform's entertainment value.

Looking ahead, Netflix's programmatic advertising strategy focuses on performance optimization through advanced targeting and measurement capabilities. The company's investment in proprietary advertising technology, combined with strategic partnerships across major demand-side platforms, positions Netflix to capture increasing shares of advertiser budgets as Connected TV advertising continues its rapid growth trajectory.

Timeline

• November 2022: Netflix launches ad-supported subscription tier
• March 2024: Microsoft Advertising expands CTV reach with Netflix partnership
• May 2024: Netflix opens ad inventory to The Trade Desk, Google DV360 & Magnite
• August 2024: Netflix reports 150% increase in upfront advertising commitments
• April 2025: Netflix launches proprietary Ads Suite platform
• Q1 2025: Netflix expands programmatic capabilities to EMEA region
• June 16, 2025: Netflix adds Yahoo DSP as global programmatic partner
• Q2 2025: Netflix completes programmatic rollout in Asia-Pacific markets