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The video advertising market is evolving rapidly. The Amazon Ads Netflix partnership marks a strategic turning point in streaming monetisation. Following Microsoft, Netflix is now entrusting the programmatic sale of its inventory to Amazon Ads. From the fourth quarter of 2025, advertisers will be able to activate Netflix’s ad-supported plan via Amazon DSP, rolled out in eleven key markets including France and the United States.
Until now, activating Netflix has been complex, limited to a few intermediaries and a restricted offering. With Amazon DSP, advertisers now have a single point of contact for planning, activating and measuring their campaigns on Netflix, integrated with the platform’s other premium inventories. The Amazon Ads Netflix partnership thus opens up access to the ad-supported package in eleven major markets.
This alliance centralises media buying in a unified and transparent programmatic environment. It also enables more precise management thanks to Amazon Ads’ measurement tools and targeting capabilities. Advertisers benefit from enriched data, better segmentation and greater control over distribution. The result: greater visibility, greater efficiency and optimised cross-media planning. Premium video becomes an integral part of acquisition strategies.
The Amazon Ads Netflix partnership illustrates the convergence between streaming, programmatic advertising and data. Connected TV is becoming a key driver of digital advertising. Its growth, estimated at over 20% per year until 2027, confirms its strategic role in capturing audiences. This alliance sends a strong signal to the market.
For Netflix, the challenge is to monetise its global audience with greater agility. The platform is leveraging Amazon’s programmatic power and data to create a more fluid and effective advertising offering. For Amazon Ads, the integration of Netflix strengthens its presence in premium video, alongside Twitch and Fire TV, in competition with Google, Meta and The Trade Desk.
This partnership creates a high value-added ecosystem. Netflix’s audience engagement combines with Amazon’s technology and data. Together, they are redefining the standards for more integrated, accurate and effective video advertising.
For advertisers, the benefits are threefold:
In practice, this means that brands can go beyond simple visibility and build genuine video storytelling strategies, combining premium context with business effectiveness.
The agreement between Amazon Ads and Netflix goes beyond simply opening up inventory. It symbolises the reconfiguration of the video advertising market, long dominated by Google and Meta. New players such as Netflix, Amazon and Disney+ are now imposing their own standards, accelerating the shift from TV channels to digital models.
Competition is no longer about volume, but about value. Brands are looking for premium inventory, integrated buying platforms and first-party data capable of unifying media planning. Measurement and optimisation are now becoming the key drivers for shifting TV budgets to more agile digital environments. By combining premium inventory, data and programmatic advertising, the Amazon Ads Netflix partnership embodies this new generation of video advertising: more targeted, better integrated and resolutely performance-oriented.
The Amazon Ads Netflix partnership marks a key milestone in the evolution of video advertising. By unifying data, programmatic and premium inventory, it redefines how brands reach qualified audiences in high-value environments.
For advertisers, this is a strategic opportunity to integrate connected TV into their media mix and boost the performance of their campaigns. Feel free to contact our Amazon Ads agency to activate your Netflix campaigns.
Julien Soumahoro