Netflix ads now available on Trade Desk platform in Japan

The Trade Desk and Netflix have officially launched their programmatic advertising partnership in Japan, according to an announcement made on June 16, 2025. This expansion marks Netflix's latest effort to strengthen its programmatic capabilities in the Asia-Pacific region following successful rollouts in other markets.

According to The Trade Desk, the partnership offers marketers several key features designed to enhance campaign effectiveness. The collaboration enables programmatic guaranteed (PG) and private marketplace (PMP) buying options, providing flexible purchasing methods for advertisers seeking premium inventory access. Netflix's first-party data integration allows for sophisticated audience targeting capabilities that leverage the streaming platform's unique viewer insights.

The technical implementation includes brand-safe delivery environments and first-in-break ad placement options. Advertisers can now target content at granular levels, including specific placements within Netflix's "Top 10" trending content. These content-level controls represent a significant advancement in connected TV advertising precision within the Japanese market.

Summary

Who: The Trade Desk and Netflix launched a programmatic advertising partnership targeting Japanese marketers and advertisers.

What: A programmatic advertising partnership enabling flexible buying options including programmatic guaranteed (PG) and private marketplace (PMP) deals, with Netflix first-party data integration for enhanced targeting capabilities.

When: The partnership was officially announced on June 16, 2025, as part of Netflix's Q2 2025 APAC programmatic expansion.

Where: The partnership focuses on Japan's video streaming market, which reached USD 9.8 billion in 2025 and is projected to grow to USD 60.9 billion by 2034.

Why: The expansion addresses growing demand for programmatic advertising solutions in Japan's rapidly growing video streaming market, where 72% of marketers planned to increase programmatic investment in 2025.

The Japan video streaming market size reached USD 9.8 billion in 2025 and is projected to grow to approximately USD 60.9 billion by 2034, expanding at a compound annual growth rate of 22.5%. This growth trajectory indicates substantial opportunities for programmatic advertising expansion in the region.

Live video streaming dominated Japan's video streaming market with the largest revenue share in 2024. The segment benefits from increased participation in real-time events, esports, concerts, and interactive broadcasting. Japanese consumers demonstrate strong preference for immersive and communal viewing experiences, driving content providers to expand live offerings including simulcasting of popular anime and sports.

The partnership timing aligns with broader industry momentum toward programmatic advertising. According to industry data, 72% of marketers planned to increase programmatic advertising investment in 2025, representing growth from 62% in 2024. Connected TV's share of media budgets was projected to double from 14% in 2023 to 28% in 2025.

Netflix's programmatic expansion follows the platform's successful launch of its proprietary ad technology platform in April 2025. The streaming giant reported total revenue of USD 10.54 billion for Q1 2025, representing a 13% year-over-year increase. Operating income surged 27% to USD 3.35 billion during the same period.

The Japan deployment represents the completion of Netflix's programmatic advertising footprint across major markets. The company launched programmatic capabilities in EMEA during Q1 2025, following earlier implementations in UCAN (United States and Canada) and LATAM regions. The full APAC launch was scheduled for Q2 2025.

Technical infrastructure improvements support this expansion. Japan achieved extensive 5G population coverage by late 2024, driven by major carriers including NTT Docomo, KDDI, and SoftBank. SoftBank plans to invest more than USD 1.9 billion to expand network coverage to roughly 64% of populated areas by 2025. The carrier will install 7,355 base stations in 3.7GHz and 4.5GHz spectrum bands plus 3,855 base stations in the 28GHz band.

Artificial intelligence integration drives market transformation within Japan's video streaming sector. Streaming service providers utilize AI technologies to analyze viewer preferences and enable personalized content recommendations. These systems boost watch time and subscriber loyalty while automating subtitle creation and voice dubbing processes for international content localization.

The over-the-top (OTT) segment dominated Japan's video streaming market in 2024 due to increased digital content preference. Platforms including Netflix, Hulu Japan, Amazon Prime Video, and AbemaTV experienced rapid adoption as consumers shifted from traditional broadcast services to on-demand content. Mobile video usage expansion and 5G coverage growth enabled streaming across various devices.

Around 48 million Japanese subscribers accessed video streaming content in 2022, supporting market growth. The Ministry of Internal Affairs and Communications reported over 100 million mobile internet users in Japan during 2023, highlighting mobile device reliance for video content consumption. This represents one of the world's highest mobile broadband quality rankings.

Content delivery services held the largest revenue share within Japan's video streaming market in 2024. Major platforms invested heavily in Content Delivery Networks (CDNs) to ensure faster and more reliable content delivery. U-NEXT and dTV joined international services in prioritizing infrastructure improvements as on-demand services and live event viewership increased.

The subscription revenue model dominated Japan's video streaming market with the largest revenue share in 2024. Netflix, U-NEXT, Hulu Japan, and Amazon Prime Video gained subscribers through international and domestic content offerings plus added incentives. Japanese consumers demonstrated willingness to pay premiums for uninterrupted access to preferred content.

However, the advertising segment is projected to experience the highest compound annual growth rate during the forecast period. Free ad-supported streaming TV (FAST) platforms and hybrid monetization strategies drive this growth. TVer and AbemaTV attract larger audiences through localized content offerings and free access with targeted advertisements.

The cloud deployment segment dominated the market in 2024, driven by digital content surges and demand for scalable technology solutions. Cloud computing enabled major streaming services to manage significant user increases while facilitating real-time analytics and adaptive bitrate streaming. Collaborations between Japanese broadcasters and Amazon Web Services plus Google Cloud accelerated segment growth.

Kanto region led Japan's video streaming market with the largest revenue share in 2024 due to high population density, advanced technology infrastructure, and major urban centers including Tokyo and Yokohama. Providers prioritized Kanto for high-speed internet and 5G launches, ensuring seamless video streaming across devices. The region's tech-savvy population frequently uses both paid and free online video platforms.

Why this matters for the marketing community: This partnership represents a significant development in Asia-Pacific programmatic advertising capabilities. Netflix's expansion into programmatic advertising in Japan follows the platform's broader strategy to double advertising revenue in 2025. The company previously opened its ad inventory to The Trade Desk, Google DV360 & Magnite in May 2024, enabling advertisers to access Netflix inventory through familiar programmatic platforms.

Recent developments show Campaign Manager 360 adding Netflix ads integration and TV measurement tools in February 2025, allowing advertisers to serve VAST video creatives while tracking impression delivery. Microsoft Advertising expanded CTV reach through Netflix partnership in March 2024, giving advertisers access to the platform's global audience.

The Japan market expansion occurs as global ad tech firm Equativ entered Japan in February 2025, bringing additional programmatic solutions to the world's fourth-largest digital advertising market. These developments indicate growing sophistication in connected TV advertising technology and increased competition within the Asia-Pacific region.

Timeline

• November 2022: Netflix launches initial ad-supported tier globally

• March 2024: Microsoft Advertising announces Netflix partnership for CTV advertising

• May 2024: Netflix opens ad inventory to The Trade Desk, Google DV360 & Magnite for programmatic buying

• August 2024: Magnite reports Q2 results highlighting Netflix partnership progress

• February 2025: Campaign Manager 360 adds Netflix ads integration and measurement tools

• February 2025: Equativ expands into Japan digital advertising market

• April 2025: Netflix launches proprietary ad platform in United States

• Q1 2025: Netflix expands programmatic capabilities to EMEA region

• June 16, 2025: The Trade Desk and Netflix officially launch programmatic partnership in Japan