Netflix turns to Amazon to make its ads easier to buy

September 11, 2025 Presented by Starting in Q4, Netflix will make its ad inventory available to buy through Amazon's programmatic buying platform the Amazon DSP in 12 markets including the U.S., the U.K., Germany and Japan. This makes Netflix inventory now live across all the major buying platforms — Google DV360, The Trade Desk, Yahoo and Microsoft. What got us to this moment: Netflix readied its pan-European rollout of its in-house ad tech, what media buyers say they need to accelerate ad spend on Netflix, Amazon tightens its grip on TV ads with AI tool. P.S. This is our new Daily! Let us know what you think. TOP STORY Marketing on Platforms Netflix turns to Amazon to make its ads easier to buy Starting in Q4, Netflix will make its ad inventory available to buy through Amazon's programmatic buying platform the Amazon DSP in 12 markets including the U.S., the U.K., Germany and Japan. OTHER THINGS TO KNOW Olipop, Digitas and Front Office Sports are among the 2025 Digiday Awards winners. Check out the full winner’s announcement here. Non-endemic commerce media is a performance-driven growth channel that gives brands access to incremental audiences and measurable results. It places ads for complementary products in environments where they aren’t sold. Partner insights from Fluent. Sales are essential. However, when a brand's strategy hinges on every dollar spent leading to a purchase, it misses the bigger picture. Long-term performance success comes from brand-building, and that starts with trust. Partner insights from Vistar Media. Advertisement MEDIA & PLATFORMS Member exclusive Media Briefing: Rising competition is making The Trade Desk bend a little, say OpenPath publishers The Trade Desk is using OpenPath to strengthen publisher ties, offer better incentives, and compete with other DSPs for premium inventory. PARTNER INSIGHTS FROM BLOCKBOARD Why advertisers are focusing on quality audiences to maximize CTV performance As CTV matures, marketers are looking more critically at reach and frequency to improve outcomes and reduce waste. FROM VISTAR MEDIA Brand or performance: Why not both? Sixty-six percent of marketers say measuring the impact of brand awareness on sales is their top challenge, according to research from Vistar Media. That's why leading brands are breaking down the divide using digital innovation to connect every stage of the funnel. Vistar Media's report, “The advertiser's guide to brand & performance,” explores how brands are unifying their media strategies to deliver real, measurable impact. Learn more The Creator Economy In Graphic Detail: Virtual influencers click with young audiences, yet brands' interest wanes In spite of the increased prominence of top virtual influencers, brands' demand for this type of creator has declined in 2025. This is part of the natural boom-and-bust cycle that occurs around disruptive cultural or technological forces. PARTNER INSIGHTS FROM CONTENTFUL How effective content management turns chaos into control Eighty-one percent of marketing and technology executives said a lack of centralized oversight leads to inconsistent branding in regions. Embracing a holistic approach to content management curbs chaos and provides control. Advertisement MARKETING Navigating Economic Instability Brands and artisans are left in a lurch after international carriers stop shipments to the U.S. In total, 88 postal operators notified the U.N. postal agency that they were suspending some or all services to the U.S. Modern Retail Sam's Club refreshes website, app for new era of e-commerce Sam's Club has rolled out a new presentation layer for its website and app to 100% of its members. PARTNER INSIGHTS FROM BLIS How CTV advertisers maximize performance in a privacy-first environment A long-standing myth in CTV advertising is that privacy compliance limits targeting, scale and effectiveness. In reality, marketers can activate high-performing campaigns in ID-light environments by using multiple data signals — from movement patterns to context. FROM THE ARCHIVES The Programmatic Publisher Netflix readies pan-European rollout of its in-house ad tech amid pricing competition Buyers eye discounts of as much as 20% as Google, The Trade Desk and others join its much-vaunted expansive rollout. 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. The Programmatic Marketer Amazon tightens its grip on TV ads with AI tool built for upfront negotiations Amazon’s grip on TV advertising keeps tightening, and now it’s gunning for the industry's biggest payouts: upfront commitments and scatter market budgets. FROM DIGIDAY+ Member exclusive Future of TV Briefing: How flexibility could funnel more upfront dollars to Amazon & Netflix this year This week's Future of TV Briefing looks at how Amazon and Netflix offer upfront advertisers more extensive cancellation options, which could affect how upfront dollars are allocated. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy