Netflix expands programmatic advertising to EMEA, eyes global growth

Netflix is expanding its programmatic advertising capabilities to the EMEA region, marking a significant step in its evolving ad business. The expansion, made possible through partnerships with Google’s Display & Video 360 (DV360) and The Trade Desk, now allows advertisers in key European markets— the UK, Germany, France, Spain, and Italy— to access more automated ad-buying options. The rollout is set to extend to the Asia-Pacific region in the coming months.

Strengthening Programmatic Capabilities

This move builds upon Netflix’s ad-supported model, which launched in 2022 in response to slowing subscription growth. The programmatic expansion follows its August 2024 rollout in the U.S. after moving beyond an exclusive partnership with Microsoft’s Xandr. The company has also partnered with Google’s Campaign Manager 360 and Innovid for impression verification, while extending its existing collaborations with DoubleVerify and Integral Ad Science to enhance fraud and viewability verification across EMEA markets.

Under this new initiative, advertisers can now target audiences based on genre, geography, and device. Additionally, they can place ads alongside Netflix’s top 10 shows in specific regions and utilize standard pre-roll, 30-second, and 60-second ad slots.

A Turning Point in Advertising Strategy

Damien Bernet, Netflix’s Vice President of Ads for EMEA, described the programmatic expansion as a "turning point," aligning with Co-CEO Greg Peters' remarks that the company is shifting from the "crawl" phase to the "walk" phase in its ad business evolution.

“Advertisers have been vocal about their need for programmatic capabilities, and we are focused on making Netflix an easy and compelling platform to buy ads,” Bernet stated. He also highlighted that while Netflix is building deeper partnerships with larger advertisers, programmatic capabilities are essential to scaling the business.

Localized Approach for EMEA Markets

With a dedicated advertising team of over 100 employees in the EMEA region, Netflix is taking a market-specific approach to working with advertisers. Bernet noted that advertiser demands differ by country, with expectations in the UK varying significantly from those in Italy. Lessons from the U.S. expansion have been instrumental in streamlining operations and training partners across Europe.

First-Party AdTech on the Horizon

While third-party programmatic tools are helping Netflix expand its reach, the company is also developing its own first-party ad technology. The in-house adtech stack, first launched in Canada in November 2024, is scheduled for a U.S. rollout in April, with EMEA markets to follow soon.

“For the past two years, we have focused on laying the foundations—building our team, enhancing measurement capabilities, and scaling audiences. Now, we are refining the client experience and making Netflix a more attractive buy for advertisers,” Bernet added.

The long-term vision for Netflix’s first-party adtech is to enhance operational efficiency, simplify ad-buying processes, and leverage first-party data to offer advanced targeting and personalization.

A Growing Ad Business

Netflix has not disclosed its global ad revenue figures, but Peters has previously confirmed that ad revenue doubled year-over-year in Q4 2024. The company expects to repeat this growth in 2025.

The platform is seeing interest from both traditional TV advertisers and digital-first brands, thanks to its ability to blend premium TV environments with digital flexibility. Bernet emphasized that audience measurement remains a top priority, and Netflix is actively working with joint industry measurement bodies in various European markets, such as Barb in the UK, Médiamétrie in France, and AGF in Germany.

According to the latest Barb data, Netflix’s ad-supported tier now reaches 8.9 million consumers in the UK, up from 7.7 million in November 2024.

Future Prospects

As Netflix continues to expand its advertising business, the focus remains on attracting new advertisers, growing campaign sizes, and fine-tuning its advertising technology. With global markets in its sights and new features expected in the coming months, Netflix’s advertising ambitions are entering a pivotal phase—one that could redefine how brands engage with streaming audiences worldwide.

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