Netflix adds Amazon and Yahoo audience data into CTV ads

Netflix is partnering with Amazon and Yahoo to expand audience targeting capabilities for advertisers. According to the company, the rollout will begin in the U.S. in Q2, with expansion to additional ad-supported markets planned later this year.

Through the Amazon integration, advertisers buying Netflix inventory on Amazon DSP can apply Amazon Audiences to their campaigns. These audience segments are built from Amazon users’ shopping, browsing, and streaming activity. The company says this allows brands to reach viewers based on what they are actively shopping for, bringing commerce data into connected TV advertising.

This move builds on the partnership announced in September last year, which enabled advertisers to plan, buy, and measure Netflix campaigns directly on the Amazon platform. The new update extends that relationship by allowing advertisers to activate audience segments within campaign setups. It also follows the launch of its in-house ad technology stack, the Netflix Ads Suite.

Yahoo DSP integration brings deterministic audiences

Netflix is also expanding access to audience data through its partnership with Yahoo. Advertisers using Yahoo DSP will be able to activate deterministic audience segments across Netflix deals. According to the company, these segments draw from hundreds of millions of global Yahoo interest, behavioral, purchase, and life-stage signals. Netflix says this integration will enable advertisers to align campaigns with more timely audience insights.

New planning API supports audience discovery and forecasting

Netflix is also introducing a new planning application programming interface, or API, for agency partners. The company says the API includes in-house planning tools and real-time forecasting features. These tools are intended to enable marketers to identify relevant audiences across key demographics and geographies before launching campaigns.

Netflix has described these tools as part of its effort to expand its first-party advertising solutions and provide audience access for brand partners. “These advancements are part of our ongoing effort to make advertising on Netflix more effective and easier to buy. We’re offering our brand partners clearer ways to reach the right audiences while maintaining the high-quality experience our members expect,” the company said.

Interactive ads and live programming expand globally

In addition to audience targeting updates, Netflix plans to roll out interactive video ads globally in the second quarter. The format was previously tested in the U.S. and Canada. The company has also been testing dynamic ad placement during live events, including programming from WWE such as “Raw” and “SmackDown,” as well as NFL Christmas Day games. These tests are expected to expand across more live titles in 2026.

These changes come as Netflix continues to grow its ad-supported tier and increase its focus on programmatic buying options for advertisers. The company recently reported 190 million monthly active viewers globally. Netflix believes the scale of its audience strengthens its value proposition for advertisers and supports further investment in data-driven targeting, measurement, and automated buying tools.

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