Amazon Ads et Netflix unissent leurs forces pour l'achat programmatique
The video publicité market évolue 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. de the fourth quarter of 2025, annonceurs will be able à activate Netflix’s ad-supported plan via Amazon DSP, a déployé in eleven key markets including France and the United States.
Amazon Ads Netflix partnership: a major simplification for annonceurs
Until now, activating Netflix has been complex, limited to a few intermediaries and a restricted offering. With Amazon DSP, annonceurs now have a single point of contact for planning, activating and measuring their campagnes 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 l'achat média in a unified and transparent programmatic environment. It also enables more precise management thanks to Amazon Ads’ measurement tools and targeting capabilities. annonceurs 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 stratégies.
A powerful lever for connected TV and video publicité
The Amazon Ads Netflix partnership illustrates the convergence between streaming, programmatic publicité and data. Connected TV is becoming a key driver of digital publicité. 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 en tirant parti de Amazon’s programmatic power and data to create a more fluid and effective publicité offering. For Amazon Ads, the intégration 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 publicité.
The benefits of the Amazon Ads Netflix partnership for brands
For annonceurs, the benefits are threefold:
- Premium visibility: Netflix remains one of the most attractive platforms with a massive, captive and engaged audience.
- Media efficiency: l'achat programmatique via Amazon DSP allows for greater control over campagne delivery, frequency and optimisation.
- Enhanced ROI: combining behavioural data and advanced targeting paves the way for more relevant and effective activations.
In practice, Cela signifie that brands can go beyond simple visibility and build genuine video storytelling stratégies, combining premium context with business effectiveness.
A reshuffling of the deck in the digital publicité market
The agreement between Amazon Ads and Netflix goes beyond simply opening up inventory. It symbolises the reconfiguration of the video publicité market, long dominated by Google and Meta. New players such as Netflix, Amazon and Disney+ are now imposing their own standards, accelerating the shift de TV channels à 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 publicité, the Amazon Ads Netflix partnership embodies this new generation of video publicité: more targeted, better integrated and resolutely performance-oriented.
A partnership à surveiller closely
The Amazon Ads Netflix partnership marks a key milestone in the evolution of video publicité. By unifying data, programmatic and premium inventory, it redefines how brands reach qualified audiences in high-value environments.
For annonceurs, Il s'agit a strategic opportunity to intégrer connected TV into their media mix and boost the performance of their campagnes. Feel free to contact our Amazon Ads agency to activate your Netflix campagnes.