{"page":"/blog/netflix-lego-pg-in-house-ad-tech","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Layer","Netflix","Lego","P&G"],"rows":[["Ad server / decisioning","Own. Netflix Ads Suite, its \"in-house first party ad tech platform\", live in the US on 1 April 2025 and in all ads markets by July 2025 (Q1 2025 letter, 17 April 2025; Q2 2025 letter, 17 July 2025).","n/d","n/d"],["DSP / bidder","Rent. Sells through The Trade Desk, DV360, Yahoo DSP, Amazon DSP and AJA (Netflix, 5 November 2025); Microsoft until Invest closed 28 February 2026 (PPC Land, 22 June 2025). No Netflix-owned DSP.","Rent. Third-party DSPs operated by an in-house team for DTC programmatic (Digiday, 15 October 2024); platforms not named in any statement.","Rent. Programmatic execution \"can be done by P&G people, or an agency\" (AdExchanger, 7 October 2019); platforms not named."],["SSP / exchange","Hybrid. Magnite is the SSP inside the Ads Suite (\"an SSP, which is Magnite, and Netflix's own ad server\") (AdExchanger, 18 March 2025); from 20 July 2026 inventory is also listed in The Trade Desk's marketplace with no minimum spend (PPC Land, 20 July 2026).","n/a (buyer)","n/a (buyer)"],["DMP / CDP (first-party data)","Own. Member data exposed through an Audience Insights API and a Reach Curve API (Netflix, 13 May 2026); partner audiences from Amazon and Yahoo layered on top (PPC Land, 6 March 2026).","n/d","Own. A database of over 1.5 billion online IDs built from device IDs, algorithms and PII (AdExchanger, 7 October 2019); \"vast databases that really enabled us to do the planning\" (MediaPost, 26 March 2026)."],["Clean room","Rent. Snowflake and AWS integrated; InfoSum by end of 2026 (Netflix, 13 May 2026).","n/d","n/d"],["Identity","Rent / partner. Yahoo ConnectID audiences (232 million logged-in US users) and Amazon Audiences available on Netflix deals (PPC Land, 6 March 2026); no Netflix-owned cross-publisher graph disclosed.","n/d","Own (internal). Consumer IDs are P&G's own construct, not a licensed graph (AdExchanger, 7 October 2019)."],["Measurement","Hybrid. Own Conversion API announced 4 March 2026, piloted with Tinuiti (PPC Land, 6 March 2026); \"over 50 global ad measurement vendors\" including Kantar and iSpot in the US (Netflix, 5 November 2025).","n/d","Hybrid. Industry-level cross-media measurement through the ANA's Aquila, which Pritchard backs publicly (Marketing Dive, 27 March 2026); own ad-testing data behind AI Studios (Beet.TV, 28 October 2024)."],["Creative","Own tooling. AI tools that adapt advertiser assets for vertical video and pause ads and pair creative with titles, tested with DoorDash, Target and TurboTax (Netflix, 13 May 2026).","Own. The Lego Agency, in-house creative since 2014 (Digiday, 4 February 2026).","Hybrid. In-house AI Studios for testing and prototyping (Beet.TV, 28 October 2024); agencies such as Wieden+Kennedy still create brand campaigns (Marketing Dive, 27 March 2026)."],["Planning and buying operations","n/a (seller). Sells direct, programmatic guaranteed, PMP and, since July 2026, open marketplace (PPC Land, 20 July 2026).","Hybrid. In-house team runs DTC programmatic and search (Digiday, 15 October 2024); a programmatic team is being built over \"the next couple of years\" with Publicis Media (Digiday, 4 February 2026).","Own planning, partial buying. \"Moved almost all of our media-planning analysis, and in some cases buying\" in-house (MediaPost, 26 March 2026)."]],"sourceUrls":[["https://www.sec.gov/Archives/edgar/data/1065280/000106528025000175/ex991_q125.htm","https://www.sec.gov/Archives/edgar/data/1065280/000106528025000322/ex991_q225.htm"],["https://about.netflix.com/en/news/netflix-third-season-of-ads-and-a-look-ahead-at-whats-next","https://ppc.land/microsofts-xandr-dsp-closure-opens-doors-for-independent-players/","https://digiday.com/marketing/lego-considers-bringing-more-media-in-house-after-appointing-publicis-one-to-handle-global-media/","https://www.adexchanger.com/online-advertising/after-transparency-pgs-pritchard-has-a-new-mission-getting-a-signal-into-the-walled-gardens/"],["https://www.adexchanger.com/tv/meet-the-netflix-ad-suite-introduced-by-ads-vp-nicolle-pangis/","https://ppc.land/netflix-opens-250m-user-inventory-to-trade-desk-buyers-drops-spend-minimums/"],["http://about.netflix.com/en/news/netflix-upfront-2026-get-closer","https://ppc.land/netflix-ads-gets-amazon-audiences-yahoo-signals-and-its-own-conversion-api/","https://www.adexchanger.com/online-advertising/after-transparency-pgs-pritchard-has-a-new-mission-getting-a-signal-into-the-walled-gardens/","https://www.mediapost.com/publications/article/413832/call-for-reinvention-a-conversation-with-pgs-ma.html"],["http://about.netflix.com/en/news/netflix-upfront-2026-get-closer"],["https://ppc.land/netflix-ads-gets-amazon-audiences-yahoo-signals-and-its-own-conversion-api/","https://www.adexchanger.com/online-advertising/after-transparency-pgs-pritchard-has-a-new-mission-getting-a-signal-into-the-walled-gardens/"],["https://ppc.land/netflix-ads-gets-amazon-audiences-yahoo-signals-and-its-own-conversion-api/","https://about.netflix.com/en/news/netflix-third-season-of-ads-and-a-look-ahead-at-whats-next","https://www.marketingdive.com/news/pgs-pritchard-on-how-brands-must-navigate-a-new-epoch-in-marketing/815940/","https://www.beet.tv/2024/10/pgs-marc-pritchard-on-addressing-the-complexities-in-the-advertising-industry.html"],["http://about.netflix.com/en/news/netflix-upfront-2026-get-closer","https://digiday.com/media-buying/lego-is-building-out-an-in-house-programmatic-team/","https://www.beet.tv/2024/10/pgs-marc-pritchard-on-addressing-the-complexities-in-the-advertising-industry.html","https://www.marketingdive.com/news/pgs-pritchard-on-how-brands-must-navigate-a-new-epoch-in-marketing/815940/"],["https://ppc.land/netflix-opens-250m-user-inventory-to-trade-desk-buyers-drops-spend-minimums/","https://digiday.com/marketing/lego-considers-bringing-more-media-in-house-after-appointing-publicis-one-to-handle-global-media/","https://digiday.com/media-buying/lego-is-building-out-an-in-house-programmatic-team/","https://www.mediapost.com/publications/article/413832/call-for-reinvention-a-conversation-with-pgs-ma.html"]]}