Netflix's own ad platform to debut in the US next April

Netflix's in-house ad platform, which debuted in Canada last November, is set to launch in the US in April. The same was revealed by Damien Bernet, Netflix’s vice-president, EMEA advertising at The Future of TV Advertising Global conference in London on Wednesday.

This platform enables advertisers to directly manage their ad purchases within Netflix, bypassing third-party services. 

Netflix plans to gradually roll out this technology globally in 2025, employing a "test-and-learn" approach to refine its development. This strategy is also being applied to Netflix's foray into live sports, as evidenced by the technical challenges encountered during the Jake Paul vs Mike Tyson fight, which drew a record-breaking 60 million households.

Netflix also recognizes the value of third-party platforms. The company has expanded its partnerships with The Trade Desk, Magnite, and Google's DV360 to offer advertisers more flexibility in programmatic ad buying. These partnerships are set to expand to European markets in February.