Secure your place at the Digiday Publishing Summit in Vail, March 23-25
Nov. 3 marks the one-year anniversary of Netflix launching its advertising business in the U.S. And what a year it’s been. From the company almost singlehandedly revitalizing Microsoft’s position in the programmatic market to the streamer struggling to deliver sufficient reach for advertisers to it hitting 5 million ad-supported viewers to, most recently, replacing its ads chief.
As Netflix moves into its second year in the advertising business, Digiday spoke with agency executives about the state of that business and what to expect as it moves into what appears to be the next phase under its new president of advertising, Amy Reinhard, and faces potentially its stiffest competition yet in Amazon Prime Video’s upcoming ad-supported tier, as covered in the video essay below.
More in Future of TV
Future of TV Briefing: How Paramount’s and Warner Bros. Discovery’s ad tech stacks stack up
This week’s Future of TV Briefing breaks down Paramount’s and Warner Bros. Discovery’s ad tech stacks now that the companies seem set (finally) to combine.
Future of TV Briefing: Netflix’s in-house ad platform launch has led some advertisers to double spend
This week’s Future of TV Briefing looks at how the streamer’s expanded ad targeting and measurement options has resulted in increased advertiser spending.
What’s behind Netflix’s CTV market share jump?
The streamer is set to grab almost 10% of global CTV ad spend. Media buyers say live sports, lower prices and DSP partnerships are making a difference.