The move allows advertisers to tap into Amazon’s shopping and streaming data to better target campaigns.
Advertisers on Netflix can now tap into Amazon shopping data to better target their campaigns.
Starting in Q2 in the US, advertisers using the Amazon DSP to buy Netflix media inventory will be able to leverage Amazon Audiences to their campaigns – this is segments built using real audience behaviour from the e-commerce giant’s trillions of shopping, browsing and streaming signals.
“By applying Amazon’s exclusive signals to Netflix’s highly engaged viewers, advertisers can reach the right audiences and drive even stronger performance,” Netflix wrote in a statement.
In addition, advertisers buying through the Yahoo DSP can now also activate deterministic Yahoo audience data, built from global interest, behavioural, purchase and life stage signals.
The streaming platform said this would give advertisers another way to content their message to the relevant viewers.
The service will be rolled to other markets with ad-supported tiers later this year.
Netflix launched its in-house advertising suite last year – just 18 months after introducing an ad-supported subscription tier – which offers partners new ways to buy inventory, measure impact and track and leverage insights.
This move cements Netflix’s place within performance marketing by bringing commerce data directly into the connected TV ecosystem.
A ‘clearer way’ to reach the right audiences
To add to this, the streaming giant is offering its own conversion API (CAPI) tools, which is designed to help prove outcomes and leverage real-time insights to optimise campaigns. In early testing with marketing shop Tinuiti, campaigns outperformed by more than 75% across financial servicers, edtech and retail.
“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,” Netflix said.
This complements Netflix’s pursuit within live sports streaming. It currently holds the rights to broadcast WWE matches, has organised boxing fights, and has reportedly set its sights on the Premier League after losing out to Paramount in bidding for Champion League packages.
Netflix has supposedly also bid on the Christmas and Boxing Day packages, which Amazon has held the rights to in recent years.
The media company has shown that these matches don’t just attract die-hard fans, but can draw in wider audiences. And now with the ability to use Amazon shopping and streaming as well as Yahoo’s deterministic data, this opens up a whole new opportunity for advertisers across retail, sports, sports betting and more.
