Netflix is giving advertisers something they’ve been asking for: retail-grade data inside a premium streaming environment.
Starting in Q2 in the U.S., brands buying Netflix inventory through Amazon DSP will be able to apply Amazon Audiences—advertiser segments built from Amazon users’ shopping, browsing, and streaming behavior—to their campaigns. This allows brands to tap into what the company describes as “trillions” of shopping, browsing, and streaming signals to reach viewers based on real-world purchase behavior.
“By applying Amazon’s exclusive signals to Netflix’s highly engaged viewers, advertisers can reach the right audiences and drive even stronger performance,” the company said in a blog post announcing the update.
The move deepens Netflix’s push into performance advertising territory. Rather than relying solely on contextual or demographic targeting, advertisers can now reach members based on what they are actively shopping for on Amazon—bringing commerce data directly into connected TV.
The offering will expand to additional ad-supported markets later this year.
A Netflix spokesperson told ADWEEK the new capabilities are not tied to the company’s upfront strategy.
Netflix is also broadening audience access through Yahoo DSP, allowing advertisers to activate deterministic Yahoo audiences built from global interest, behavioral, purchase, and life-stage signals.
Together, the integrations mark Netflix’s latest step toward making its ad-supported tier more interoperable with the broader programmatic ecosystem. The update builds on last year’s launch of the Netflix Ads Suite—its in-house ad-tech stack—and its decision to make inventory available via Amazon DSP.
To further bolster its performance pitch, Netflix is introducing its own Conversion API, designed to provide real-time campaign insights and clearer attribution. In early testing with Tinuiti, campaigns outperformed benchmarks by more than 75% across financial services, ed tech, and retail categories, according to Netflix.
