Netflix Ads

The ad-supported tier of the largest subscription streaming service, launched in late 2022 and moved onto Netflix's own ad server in 2025. Premium, brand-safe, non-skippable television inventory with a younger-skewing audience than linear and a household count that now rivals the major broadcast networks in the US.

Where ads run

• Pre-roll and mid-roll on series and films in the ad-supported tier
• Pause ads
• Live events (sports, specials)
• Title sponsorships and binge ads (managed)

Campaign types

• Reach and frequency (reservation)
• Programmatic guaranteed and private marketplace through DSPs
• Live event sponsorships

Targeting

• Age, gender, geography
• Genre and title (contextual)
• Netflix first-party audience segments (interests and behaviors from viewing)
• Advertiser first-party data matching through partners
• Household frequency capping

Buying

Sold directly through Netflix's sales team and programmatically through The Trade Desk, DV360, Yahoo DSP, Magnite, and Amazon DSP. Reservation CPMs launched high and have come down; programmatic CPMs are in the premium CTV range. Minimum commitments apply to direct deals; programmatic access has lower thresholds.

Measurement

Nielsen, VideoAmp, and iSpot for audience; DoubleVerify and IAS for verification; brand lift through Kantar, Lucid, and others; outcome measurement through Affinity Solutions, EDO, and clean room integrations.

Watch

Netflix's move to an in-house ad stack and its expansion of programmatic access in 2025 made it bookable alongside other CTV supply rather than only through reservation. Live sports (NFL Christmas games, WWE) are the highest-priced and highest-reach moments. Frequency management across Netflix and other CTV remains the buyer's problem.

Documentation

https://about.netflix.com/en/advertising

See also: benchmarks for typical costs, and the glossary for any term used above.