Here's what media buyers say they need to accelerate ad spend on Netflix

The streamer’s ad business is growing. But roadblocks could prevent it realizing revenue potential.

July 31, 2025

Here's what media buyers say they need to accelerate ad spend on Netflix Netflix's advertising business definitively took flight in the first half of 2025. But despite client demand, buyers say a lack of measurement options and shallow links with key industry partners stand in the way of further investment. Additional coverage: As stars like Gina Torres step into the podcasting space, they're part of a growing trend where actors are not just lending their voices but controlling the content. A Google exec leading search and AI partnerships is joining The New York Times to manage relationships with platforms and big tech companies at a pivotal time. (This story is a Digiday+ member benefit. For full access, consider subscribing). "Being able to contribute to the business, or help build some teams that could help Walmart achieve as an omnichannel retailer with its customers, was something that was really compelling." — a look at Walmart's chief growth officer. ICYMI: WTF is "Google Zero" — industry shorthand for a world where Google keeps users inside its own walls — is here. At the center of it: AI Overviews. Years of SEO strategy are now colliding with a system to answer, not refer. The result: for many publishers traffic is slowing — and in some cases falling off entirely. Other things to know about Just announced: Sharethrough, Contentful and Yahoo are among this year's Digiday Technology Awards finalists. Check out the full list here.   For publishers like Axios, an efficient, automated data-driven engagement strategy that delivers satisfied audiences with higher engagement equals higher advertiser and subscription revenue at a lower cost. Sponsored by Marigold.   Many departments across organizations operate without access to the identity infrastructure marketing teams use daily. Composability is the way to remedy that. Portability is the outcome that follows, and enterprise alignment is the goal. Sponsored by Adstra. Top Stories Ivy Liu Business of TV Here's what media buyers say they need to accelerate ad spend on Netflix The streamer’s ad business is growing. But roadblocks could prevent it realizing revenue potential. howdy! The Creator Economy Podcasts become a strategic IP play for Hollywood talent As stars like Gina Torres step into the podcasting space, they're part of a growing trend where actors are not just lending their voices but controlling the content. Advertisement Sponsored by Simpli.fi Why a lack of flexibility is a risk for marketers In a media landscape defined by constant transformation, diversification provides stability and the ability to quickly shift to one platform or another. howdy! Generative AI Media Briefing: As AI reshapes media, The New York Times taps former Google exec for strategic role A Google exec leading search and AI partnerships is joining The New York Times to manage relationships with platforms and big tech companies at a pivotal time. Sponsored by PadSquad Virtual event: The interactive video strategies shaping 2026 Join this virtual event on Aug. 13 at 1 p.m. ET, or watch on demand, for actionable insights into embracing interactive video and the open web to achieve stronger performance, broader reach and higher engagement. howdy! Retail Revolution Amazon and Instacart's former advertising leader is transforming the way Walmart grows Dallaire was Instacart's chief revenue officer for two years. Prior to that, he was at Amazon for eight years. Advertisement Sponsored by TeenVoice How and why brands are changing the ways they engage with teen shoppers According to research, Gen Z is taking a practical, research-driven approach to shopping — weighing price, quality and social proof before making a purchase. howdy! Zero-click Future WTF is 'Google Zero'? The era of "Google Zero" — industry shorthand for a world where Google keeps users inside its own walls — is here. howdy! The Creator Economy Ahead of GTA 6, Rockstar Games is staffing up its creator platform division with an eye toward UGC creators Grand Theft Auto’s creator platform continues to evolve, with the company making key hires ahead of the release of “Grand Theft Auto 6.” All Latest Stories

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