Netflix has expanded its EMEA programmatic offering in beta in partnership with Google’s Display & Video 360 and The Trade Desk. The launch provides more buying options to partners in the UK, Germany, France, Spain and Italy and extends globally in the following months.
First announced last summer, these new partners come alongside Microsoft to enable advertisers to access Netflix inventory through 1:1 private marketplace (PMP) and programmatic guaranteed (PG). The ad-supported device types include connected TV, mobile, tablet and desktop.
Current features include targeting options like genre, geography, device targeting and ‘Top 10’, which allows advertisers to place ads around the most popular titles on Netflix each day. More features will come with the wider release later this year.
The expansion also includes Google’s Campaign Manager 360 and Innovid for impression verification and extends Netflix’s existing DoubleVerify and Integral Ad Science relationship for fraud and viewability verification into programmatic channels.
Over the last few weeks, Netflix has already executed multiple programmatic campaigns with Cupra France, L’Oreal, McDonalds, Samsung, Uber and Zalando.
Damien Bernet, VP, Ad Sales, EMEA at Netflix, commented: “We’re thrilled to expand our programmatic offering in EMEA to offer more choice and flexibility for our partners. Ahead of the launch of our own ad tech later this year, this builds on our foundation enabling us to deliver even more capabilities advertisers are looking for. Google’s DV360 and The Trade Desk are great partners to do this with, and it’s exciting to see the appetite already from brands across the region.”
Vanessa Kingori, Managing Director, Google UK, said: “Marketers using Display & Video 360 greatly benefit from access to Netflix’s premium ad inventory to reach a highly-engaged audience in the US today, and we’re excited to continue to expand this partnership in EMEA.”
Lukas Fassbender, SVP EMEA, The Trade Desk, added: “Streaming TV is one of the advertising industry’s fastest-growing channels, enabling brands to apply data-driven precision to their TV campaigns for the first time. Netflix’s expanded programmatic offering in EMEA offers significant opportunities to reach audiences with flexibility and a more targeted approach, while aligning with Netflix’s premium content.”
Providing a client perspective on the new expansion, Philipp Nee, Head of Digital Media at Zalando, said: “Inspiration and entertainment are crucial elements to how we engage customers and build the ecosystem for fashion and lifestyle e-commerce. Netflix’s strategy aligns perfectly with ours, making their expanded programmatic offering a natural fit. As the first to leverage this opportunity, we have unlocked new ways to reach highly engaged viewers in a premium, brand-safe environment. The close collaboration between the Zalando in-house media team and Netflix has been key to this success, and we look forward to further strengthening our partnership.”
