On Tuesday, Netflix announced updates to its in-house advertising platform, Netflix Ad Suite, showcasing improved buying, planning, and results.
The news came in a blog post by Nicolle Pangis, vice president of U.S. and Canada advertising at Netflix, who announced several improvements, including new measurement capabilities and an expanded programmatic offering.
Among the highlights, Netflix will have an enhanced Conversion API and a new Netflix Pixel, which provide advertisers access to more than 20 lower-funnel conversion events. These two features allow advertisers to test conversion lift, attribution, and A/B testing using Netflix’s first-party measurement solutions. It also improves targeting, with advertisers being able to use their own conversion data to create and refine audience segments.
Another Netflix Ad-Suite update expands its programmatic audience capabilities beyond Yahoo DSP and Amazon DSP to include The Trade Desk audiences. These new features, available next month, will let advertisers use third-party data partners or first-party data with The Trade Desk audiences across Netflix ads.
Regarding other capabilities, the streamer noted its first-party Conversion Lift measurement helps distinguish incremental conversions driven by advertising from those that would have happened regardless.
Finally, the streamer is offering in-DSP measurement. For example, Yahoo DSP advertisers can measure single-publisher attribution across programmatic Netflix buys, with capabilities also coming soon for The Trade Desk.
These new Netflix Ad Suite updates come as the streamer is projected to double its advertising revenue for the second consecutive year; its latest quarterly earnings, available later Tuesday evening, may reveal whether those goals are attainable.
Next year, the company will look to grow its ads plan further, expanding to 15 new countries, including Austria, Belgium, Colombia, Denmark, Ireland, the Netherlands, Norway, Peru, Poland, Sweden, and Switzerland.
Netflix is also undergoing an executive leadership change, including the departure of Bela Bajaria, its chief content officer, who was replaced by Peter Rice, a former Disney and Fox exec. The media company also laid off about 6% of its staff, or about 1,000 jobs, earlier this month.
Other major names who recently departed Netflix include film boss Dan Lin and TV executives Lisa Lang McMullen, James Oh, Carolina Garcia, and Andrew McQuinn. Doug Belgrad, Netflix’s film vp, also exited the company.
