Image source: Netflix
Netflix is further expanding its advertising business with a new integration that connects the streaming environment with data on consumers’ real purchasing behaviour. The company announced that advertisers buying ad inventory on Netflix through the Amazon DSP platform will soon be able to use Amazon Audiences, audience segments built from Amazon’s shopping, search and content consumption data.
The new capability will be available in the United States from the second quarter of 2026, with expansion to other markets where Netflix offers an ad-supported version of its service planned later in the year.
Amazon Audiences segments are based on the vast amount of signals that Amazon collects across its ecosystem, including user behaviour during shopping, product browsing and content consumption. In this way, brands can target Netflix viewers according to real purchasing intent and interests, rather than relying only on demographic or contextual parameters that have traditionally dominated television advertising.
According to Netflix, the integration enables advertisers to apply Amazon’s data to audiences that are highly engaged in a streaming environment, increasing campaign precision and the potential to deliver measurable business results.
This move further underlines Netflix’s strategy of moving closer to so-called performance advertising. Instead of a model primarily focused on reach and brand visibility, the streaming platform is increasingly developing tools that allow advertisers to connect ads with concrete consumer behaviour and conversions.
The integration with Amazon builds on Netflix’s earlier decision to make its ad inventory available through Amazon DSP, opening the platform to the broader programmatic ecosystem. At the same time, the company is expanding audience access through Yahoo DSP, where advertisers can activate deterministic audience segments built on user interests, behaviour, purchases and life stages.
To further strengthen campaign measurement, Netflix is also introducing its own Conversion API, a tool that enables campaign performance data to be sent directly into the Netflix system for real-time optimisation and more precise attribution of results.
In early testing conducted with the American agency Tinuiti, Netflix reports that campaigns achieved more than 75 percent better results compared with standard benchmarks in the financial services, ed-tech and retail categories.
The new partnerships and technological tools are part of the broader strategy behind the development of the Netflix Ads Suite, an internal ad-tech system the company introduced last year. The goal is to gradually transform Netflix’s advertising offering into an interoperable platform capable of competing with established digital advertising ecosystems.
As streaming platforms increasingly compete directly for budgets traditionally allocated to performance marketing, this move further signals Netflix’s ambition to position its advertising offering not only as a premium video environment, but also as a channel capable of generating measurable business results.
