Netflix’s in-house ad-tech platform to launch in Europe

The platform, which is currently live in the US and Canada, now serves more than 94 monthly active users of Netflix’s ad-supported plan, according to Amy Reinhard, Netflix’s President of Advertising.

Reinhard unveiled the figures during the streamer’s Upfronts presentation this week to highlight the growth of the ad-supported plan.

She said the plan now reaches more 18-34-year-olds than any other US broadcast or cable network, and that subscribers to the plan spend an average of 41 hours per month on Netflix.

The Ads Suite platform allows advertisers to target more than 100 interests of subscribers in over 17 categories.

Netflix initially appointed Microsoft as its technology partner ahead of the launch of its advertising-supported tier in 2022, but in May 2024 the streamer announced it was launching its own in-house advertising platform.

Reinhard said: “By controlling our own ad-tech, we’ll be able to deliver newer tools, better measurement, and more creative formats.”

She said what sets Netflix apart is “our ability to marry art and science, combining best-in-class technology with the shows and movies that everyone is talking about and watching. So while a lot of companies are either/or — either they have great technology, or they have great entertainment — our superpower has always been the fact that we have both.”