Netflix Partners with Amazon DSP in Unprecedented Streaming Advertising Alliance

Netflix and Amazon have announced a groundbreaking partnership that allows advertisers to purchase Netflix’s premium ad inventory through Amazon’s demand-side platform (DSP), marking an unprecedented collaboration between streaming rivals. Starting in Q4 2025, the integration will be available across 11 major markets including the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia, fundamentally reshaping how advertisers access connected TV inventory.

The partnership positions Amazon DSP as a comprehensive solution for streaming advertising, leveraging Amazon’s unique retail data and clean room technology to enhance targeting and measurement capabilities for Netflix campaigns. This collaboration addresses Netflix’s historical weaknesses in advertising technology while providing Amazon with access to Netflix’s engaged global audience, creating a mutually beneficial arrangement despite their competitive relationship in streaming content.

Strategic implications transforming connected TV advertising:

• Netflix’s 94 million ad-supported tier users become accessible through Amazon’s advanced targeting and measurement tools
• Amazon contributes first-party commerce data and clean room technology to improve campaign performance and privacy-compliant targeting
• The deal intensifies competitive pressure on other DSPs, particularly The Trade Desk, which previously served as Netflix’s primary programmatic partner
• Advertisers gain simplified campaign management by consolidating streaming inventory purchases within Amazon’s ecosystem
• Pricing advantages may emerge through bundled discounts and reduced platform fees for Amazon DSP users
• Netflix’s push to double ad revenues this year gains momentum through expanded programmatic access and enhanced measurement capabilities

The partnership represents Netflix’s broader strategy of platform ubiquity, building on existing integrations with Yahoo DSP, The Trade Desk, Google’s DV360, and Microsoft. However, the Amazon collaboration offers unique advantages through retail attribution capabilities that other DSPs cannot match, allowing advertisers to directly measure streaming ad impact on purchase behavior.

Industry analysts view the deal as validation of streaming advertising’s maturation, with traditional competitive boundaries dissolving in favor of advertising ecosystem partnerships. The integration also signals Amazon’s aggressive expansion in connected TV advertising, positioning the company as a dominant force in both retail media and premium video inventory.

For marketers, the partnership simplifies cross-platform streaming campaigns while providing unprecedented visibility into the customer journey from awareness through purchase.

Netflix’s Amazon DSP partnership breaks traditional streaming competition barriers, creating new opportunities for advertisers to leverage retail data insights within premium content environments.