Blog | Channel Bakers

Netflix Partners with Amazon for Programmatic Ads

Written by Brad Malm | Sep 22, 2025 10:11:18 PM

On September 10th, Netflix announced one of its biggest strategic pivots since launching its ad-supported tier, by partnering with Amazon Ads. Starting in Q4 2025, advertisers in 12 global markets will be able to access Netflix’s premium ad inventory through Amazon DSP, marking a turning point in the future of programmatic CTV buying.

For brands navigating the complexity of premium streaming buys, this partnership brings much-needed clarity. It connects two powerful ecosystems in a way that simplifies how marketers reach highly engaged audiences, without the fragmentation that has long held CTV back.

Why This Partnership Changes the Game

Programmatic Meets Premium

Historically, Netflix ad inventory has been gated, hard to access and mostly offered through direct IOs. That changes now. With Amazon DSP offering programmatic access, Netflix's coveted content becomes fully reachable through the same platform brands already use for CTV, display, audio, and retail media campaigns.

This unlocks a new layer of flexibility. It allows marketers to manage Netflix ads with the same tools and data they’re already using to optimize digital video and performance media. For anyone building out a full-funnel video strategy, this is big.

One Platform. Multiple Surfaces. Greater Simplicity.

By integrating Netflix into its DSP, Amazon becomes one of the only platforms offering streamlined access to multiple streaming environments, including Prime Video, Fire TV, and now Netflix. That reach spans over 80% of US CTV households, built entirely on verified, first-party relationships rather than modeled third-party data.

For brands, this means:

  • One workflow to plan, buy, and optimize CTV
  • Access to previously restricted Netflix inventory
  • AI-powered optimization across streaming surfaces
  • A more holistic view of campaign impact

One DSP. One interface. One powerful ecosystem.

 

The Power of Amazon’s Data and Clean Rooms

Amazon DSP gives brands access to real-time shopping behavior at scale, enabling campaigns to align with what people are actively browsing and buying. That targeting is supported by clean room infrastructure, which keeps data use privacy-safe while still allowing for detailed audience insights.

For Netflix, this unlocks smarter ad delivery across its content library. For marketers, it brings more accurate performance measurement, grounded in behavior rather than assumption.

Why This Matters for Streaming Ad Strategy

Until now, connected TV advertising has been plagued by fragmentation. Each platform had its own buying system, its own data, and its own measurement rules. That made it hard to track frequency, manage budgets efficiently, or connect upper-funnel impressions to lower-funnel outcomes.

This Netflix–Amazon DSP partnership offers a compelling fix:

  • Unified planning across streaming channels
  • Clean-room measurement that respects privacy and delivers clarity
  • Premium storytelling at scale, driven by retail-level data


In other words, you can finally plan CTV the way you plan the rest of your digital media.




Strategic Takeaways for Brands

This moment reflects something we’ve been watching closely: the collapsing distance between premium content and performance outcomes. This marks a shift in how strategy takes shape. One where planning, creative, and performance are increasingly built in the same space.

1

Streaming Ads Now Belong in Your Performance Mix

This deal turns Netflix from a brand awareness play into a performance-ready surface. If you're already using Amazon DSP, integrating Netflix lets you extend your campaigns into a premium, high-attention environment, without reinventing your strategy.

2

Data-Driven Creative Wins

Now more than ever, your creative needs to match the moment. Generic brand spots won’t cut it. Brands should invest in streaming-first creative, shorter formats, data-personalized versions, and contextual alignment with Netflix programming.

3

Attribution Needs to Level Up

With CTV integrated into DSPs, there’s no excuse for "soft" metrics. Brands should push for conversion modeling, path-to-purchase tracking, and creative variant testing, especially when combining CTV with ecommerce objectives.

4

 

Test Now, Scale Later

Premium inventory will come at a premium price. Testing early in Q4 gives brands the chance to benchmark CPMs, creative impact, and reach quality. Those insights will shape 2026 CTV budgets and determine whether Netflix becomes a central channel or a supplemental layer.
 
 

A Bigger Shift Is Underway

This partnership changes how content, commerce, and campaign strategy operate together. Retail media is expanding beyond product pages and into streaming environments, reaching viewers through the same data that powers purchasing decisions. Streaming is no longer siloed from performance, it’s becoming part of the same system.

As these environments merge, the brands that navigate both with clarity and consistency will have the edge.


Where It All Lands

This partnership creates a new kind of opportunity. One where access, targeting, and creative all move in sync. When premium inventory is supported by real performance signals, the gap between storytelling and outcomes starts to close.

At Channel Bakers, we’re helping brands navigate this shift in streaming strategy with approaches that balance nuance, data fluency, and experimentation, especially as platforms like Netflix and Amazon reshape how audiences engage with content.

Looking to bring Netflix into your Amazon DSP strategy? We’re ready to help map out what that could look like for your next campaign.

 


Looking to bring Netflix into your
Amazon DSP strategy?

We’re ready to help map out what that could look like for your next campaign.

 

 
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