Netflix has struck a major partnership with Amazon Ads, announcing yesterday (10 September) that advertisers will soon be able to buy Netflix inventory through Amazon’s demand-side platform (DSP).
From Q4 2025, brands will be able to access Netflix ad space programmatically via Amazon DSP in 11 markets, including the UK, US and Australia.
‘By integrating Amazon DSP and enabling even more advanced capabilities together over time, we’re making it easier than ever to connect with Netflix’s global engaged audience,’ said Amy Reinhard, president of advertising at Netflix.
Netflix is pushing to double its ad revenues this year, with Madison & Wall projecting the business to reach $3 billion. The company launched its in-house Netflix Ads Suite earlier in 2025 and already sells inventory through DSPs including Yahoo, The Trade Desk and Google’s DV360.
Partnering with Amazon Ads marks another step in the maturation of its ad offering, though it’s likely to raise eyebrows given Prime Video is Netflix’s fiercest streaming rival.
The draw for Netflix is access to Amazon’s unrivalled commerce data and clean room tech. Since launching its ad tier in 2022, Netflix has been criticised by advertisers for its weak targeting and measurement, and it will hope that this partnership provides an answer. Amazon’s AI tools will also help match Netflix ads to audiences, with the press release claiming that the automated process will streamline campaign planning, buying and measurement.
The real story though is not Netflix’s ad growth, but Amazon Ads’ gravitational pull, dragging even its biggest competitors into orbit. It mirrors existing deals with other streaming competitors including NBCUniversal, Warner Bros and Disney. The might of its offering is such that other streaming services see no alternative but to join the bandwagon.
‘We’re delighted to enter into this partnership with Netflix, enabling brands to reach their subscribers and extensive library of premium content with Amazon DSP’, said Paul Kotas, the senior vice president at Amazon Ads. ‘Our goal is to remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads’.
As Amazon Ads continues its land grab, the biggest loser appears to be The Trade Desk. The largest independent DSP suffered a bruising Q2 despite beating forecasts, with its stock price collapsing 40%. Analysts are hard pressed to see how it can compete with Amazon Ads, thanks to its elaborate tech and the discounts the service offers media buyers.
The deal with Netflix only adds further doubt, and The Trade Desk’s shares fell 7% after the partnership was announced yesterday.
Main image by Venti Views on Unsplash.