👋 Hello media misfits,
Netflix just opened the velvet rope a little wider and Yahoo DSP is now officially allowed in the club.
That makes four approved DSPs globally (hello Google DV360, The Trade Desk, and Microsoft), and yes, your programmatic buying strategy just got a little messier. But also sexier.
💡 The Big Idea
Netflix wants a bigger slice of your media budget pie, and it’s handing you more ways to fork it over—programmatically.
The Yahoo DSP integration means you can now access Netflix’s ad inventory across all 12 of its ad-supported markets, and do it using a platform your procurement team won’t throw a hissy fit over.
It’s not just another DSP hookup—it’s a full-blown relationship built on:
🎯 Advanced Targeting: Over 100 interest segments, 17+ categories, first-party data matching. Basically, stalk your audience with style.
📊 Unified Planning & Measurement: Because Frankenstein campaigns stitched across platforms are so 2022.
📈 Performance Focus: Netflix and Yahoo are promising better optimisation. Translation: maybe your ad will run after someone’s tearful monologue, not during.
🛡 Brand-Safe Environment: Netflix swears your ad won’t be rubbing shoulders with any dodgy user-generated content—just award-winning trauma and teen angst.
🌍 Why This Actually Matters
Netflix now reaches 94 million monthly active users (up from 70M in late 2024). That’s a lot of eyeballs bingeing cliffhangers—and ignoring mid-rolls unless they’re relevant.
As advertisers shift spend from linear to CTV, Netflix is cleverly removing friction. Want to bundle your CTV buys with other platforms in one neat DSP dashboard? Go ahead. Want to pitch your client on “premium” but still look efficient in reporting? This is your moment.
This move mirrors Amazon’s and Roku’s recent DSP expansion sprees. It’s a full-blown CTV arms race.
This move mirrors Amazon’s and Roku’s recent DSP expansion sprees. It’s a full-blown CTV arms race.
Except instead of missiles, it’s “streaming-safe frequency caps” and “cookieless data blending.”
🔍 Industry Decoder Ring
The Trade Desk gave Netflix scale.
Google DV360 gave it agency approval.
Microsoft gave it credibility with planners who still use Bing (so… no one basically).
Yahoo DSP? It brings a legacy of audience data, native reach, and—let’s be honest—a surprising resurrection arc. Like the Jon Snow of DSPs.
🧠 Your Next Move
Diversify CTV buys beyond YouTube and Roku.
Align Netflix ads with high-intent cohorts (use that first-party data wisely).
Rethink media mix modelling—CTV is no longer an afterthought, it’s the battleground.
Don’t say “Netflix and chill” in the client deck. Please.
The Takeaway:
Netflix’s DSP roster is no longer an exclusive Soho House membership. Yahoo’s in, and your programmatic team should be too—because this is where premium CTV, first-party data, and performance ambition now overlap.
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Until next time!