Amazon Ads and Netflix have announced a new partnership that allows advertisers to buy Netflix ad inventory through Amazon’s demand-side platform (DSP). The companies say this move gives marketers direct programmatic access to Netflix’s premium shows and movies.

Paul Kotas, Senior Vice President of Amazon Ads, said the goal is to “remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads.”

Advertisers and media buyers can now add Netflix placements alongside other media buys inside the same DSP.

Global rollout across major markets

The integration will be available in the fourth quarter of 2025 across 11 countries, including the United States, the United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia. This expansion gives marketers in these regions a single point of access to Netflix ads through Amazon’s tools.

Netflix completes programmatic access across all major DSPs

The deal also completes Netflix’s programmatic availability across the major buying platforms. With Amazon DSP added, Netflix is now accessible through The Trade Desk, Google DV360, Microsoft, and Yahoo. This could translate to more choice and competitive options when allocating programmatic budgets for media buyers.

Netflix's advertising business reaches scale

Netflix has been steadily building out its advertising business since launching its ad-supported tier. As of May, the company reported over 94 million monthly active users on its ad-supported plan. More than half of new sign-ups in the 12 countries where the tier is available now come from this offering. The company recently launched an in-house ad tech platform and has signaled that new formats are coming.

Netflix executives have stated that they aim to double the size of the company’s ad business by 2025. The partnership with Amazon is expected to support that push, alongside upfront deals and other programmatic integrations. The streaming service has also pursued comparable partnerships, recently announcing an integration with Yahoo.

Amazon’s growing advertising influence

The partnership also highlights Amazon’s expanding role in digital advertising. Amazon, which generated $16 billion in ad revenue in the second quarter alone, has also been expanding its partnerships with media companies.

In June, Amazon struck a similar deal with Disney and Roku. Adding Netflix to its DSP could strengthen its position in connected TV and streaming, two areas where advertisers are shifting budgets.

Streaming services and retail media platforms are moving closer. This highlights how programmatic tools are increasingly being positioned as the central hub for cross-platform TV and digital ad planning.

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