On September 10, Netflix made a pivotal move by announcing a partnership with Amazon Ads. Starting in Q4 2025, advertisers across 12 global markets can programmatically access Netflix’s premium ad inventory through Amazon DSP—an innovation that simplifies and elevates CTV buying.

For brands grappling with the challenges of premium streaming ads, this partnership offers clarity and efficiency. It connects two powerful ecosystems and removes the historical barriers to accessing Netflix’s inventory, long limited to direct deals.

Now, through Amazon DSP, advertisers can manage Netflix campaigns alongside other channels like Prime Video, Fire TV, display, audio, and retail media—using unified tools and data to optimize their strategies. With this integration, Amazon offers one of the only platforms with seamless access to over 80% of US CTV households, all backed by verified first-party data.

For marketers, the benefits include: unified CTV planning and optimisation; access to premium, previously restricted Netflix inventory; AI-powered management across streaming platforms; and a holistic view of campaign performance.

The deal also leverages Amazon’s real-time shopping behaviour data, combined with privacy-safe clean rooms. For Netflix, this means smarter ad delivery; for brands, it means actionable, behaviour-based performance measurement—not just assumptions.

Until now, CTV advertising was fragmented and inefficient. Each service used its own buying and measurement system, complicating frequency management, budgeting, and connecting upper-funnel reach to lower-funnel conversions. The Netflix-Amazon DSP partnership enables unified channel planning, privacy-centric measurement, and retail data-driven storytelling at scale.

Strategic implications for brands:

1. Streaming ads can now drive measurable performance—Netflix is no longer just a branding tool.

2. Creative must be streaming-native: short, personalised, and contextually relevant ads will succeed.

3. Attribution should be sophisticated: conversion modeling and path-to-purchase measurement are achievable.

4. Begin testing early: Q4 is a time for benchmarking performance before scaling in 2026.

This partnership marks a broader shift, as retail media moves beyond product pages into streaming content and as the lines between storytelling and performance blur. Brands that adapt—balancing data-fluency, creativity, and experimentation—will thrive.

Bookmyadvert can

 help brands leverage this shift and implement Netflix within their Amazon DSP strategies for optimal results.