Netflix ad inventory goes programmatic with Amazon Ads DSP
Amazon Ads will soon let marketers buy Netflix inventory across 11 countries. Here’s what to expect.
Netflix is cracking open the doors to programmatic advertising, and Amazon Ads is holding the keys.
Starting Q4 2025, advertisers using Amazon’s demand-side platform (DSP) will gain direct programmatic access to Netflix’s ad-supported tier across 11 major markets including the United States, United Kingdom, Germany, Japan, Australia, and more. The move marks a significant shift in how premium streaming inventory is accessed, especially as Netflix accelerates its push into the ad-supported business.
This article explores what the partnership entails, how it fits into the bigger picture of streaming media buying, and what marketers should prepare for as Netflix goes programmatic.
Short on time?
Here is a table of content for quick access:
- What’s happening: Amazon Ads and Netflix strike global DSP deal
- Context: Why this partnership matters now
- Australia’s media transparency adds further traction
- What marketers should know
Patrecia Meliana
Amazon Ads and Netflix strike global DSP deal
Amazon Ads confirmed that advertisers will be able to buy Netflix inventory directly through Amazon’s DSP starting in Q4 2025. The programmatic access will cover 11 markets: the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia.
For marketers, this means Netflix’s growing ad-supported tier will no longer be accessible only through direct sales teams or private deals. It will now be available through Amazon’s programmatic ecosystem.
Amazon’s DSP uses first-party insights, clean room technology, and AI-powered automation to help advertisers plan and optimize cross-platform campaigns. With Netflix integrated into this offering, marketers will be able to target and measure ads on Netflix alongside other Amazon-owned and third-party inventory.
“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. 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,” said Paul Kotas, Senior Vice President, Amazon Ads.
Patrecia Meliana
Context: Why this partnership matters now
Netflix launched its ad-supported tier in 2022, but scaling its ad business has required help. Partnering with a global DSP like Amazon gives Netflix an efficient way to expand access to its inventory without building the infrastructure from scratch.
For Amazon, this strengthens its position in the connected TV (CTV) ad space. While rivals like The Trade Desk and Google DV360 have taken the lead in programmatic video, Amazon has been steadily building a streaming ad footprint across Fire TV, Twitch, and more. Adding Netflix to its portfolio is a major boost.
The decision to go with Amazon also reflects Netflix’s need to meet advertisers where they already are. Many brands already use Amazon DSP for targeting and measurement, especially those looking to unify streaming and retail media strategies.
Patrecia Meliana
Australia's media transparency adds further traction
One of the 11 launch markets for this programmatic access is Australia, where Netflix has recently taken steps to build advertiser trust.
Netflix is now part of OzTAM, the official TV ratings provider in Australia. This makes it the first global streaming service to have its audience independently measured in the country. It also means Netflix data can now be compared to free-to-air and BVOD platforms using a single standardized metric.
This shift toward transparency is timely. It lowers the barriers for advertisers who have been waiting for credible third-party verification before shifting budget into Netflix inventory.
Netflix also recently appointed Amanda Duthie as Content Director for Australia and New Zealand, underscoring its intent to deepen regional relevance and production capabilities.
What marketers should know
Here are three practical insights for marketers looking to make the most of this new Netflix-Amazon integration:
1. Buying Netflix ads is about to get a lot simpler
If your brand already buys media through Amazon DSP, this update means Netflix placements can now be folded into your existing planning workflows. You won’t need a separate team or platform to test Netflix’s ad-supported tier.
2. Clean room targeting is on the table
Amazon DSP’s clean room solution lets advertisers match first-party data to streaming audiences in a privacy-safe environment. Marketers can expect better precision and more measurable impact when layering their customer data onto Netflix buys.
3. Mid-market brands may now test Netflix ads
Previously, accessing Netflix’s inventory was a premium, manual process that favored big-budget brands. Opening up programmatic access via Amazon lowers the barrier for mid-sized advertisers who want to dip into CTV without committing large upfront spends.
This Netflix and Amazon Ads partnership signals a new phase in streaming media buying. Premium CTV inventory is becoming more accessible, measurable, and data-integrated. For marketers, that’s a welcome development.
As programmatic streaming evolves, early adopters will benefit from better targeting, flexible budgeting, and stronger ROI visibility. Marketers should keep an eye on how these inventory partnerships unfold, especially as more platforms follow suit.
