{"page":"/blog/netflix-lego-pg-in-house-ad-tech","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Date","What happened","Source"],"rows":[["15 May 2024","Netflix says it \"will roll out a proprietary ad tech platform by next year\", testing in Canada in 2024, US \"by Q2 2025\", global by end of 2025. The Trade Desk, DV360 and Magnite join Microsoft as programmatic partners. Ad tier at 40 million monthly active users.","AdExchanger, 15 May 2024"],["18 March 2025","The Netflix Ads Suite is described as \"an SSP, which is Magnite, and Netflix's own ad server\", integrated with DV360, The Trade Desk and Xandr, set to launch 1 April.","AdExchanger, 18 March 2025"],["1 April 2025","US launch of \"the Netflix Ads Suite, our in-house first party ad tech platform\".","Netflix Q1 2025 letter, 17 April 2025"],["16 June 2025","Yahoo DSP added as the fourth global programmatic partner, covering 13 ad-supported countries.","PPC Land, 16 June 2025"],["17 July 2025","\"We completed the rollout of the Netflix Ads Suite ... to all of our ads markets.\"","Netflix Q2 2025 letter, 17 July 2025"],["10 September 2025","Amazon DSP becomes a partner from Q4 2025 in 11 countries, supporting programmatic guaranteed and private marketplace.","PPC Land, 10 September 2025"],["5 November 2025","Ads reach \"more than 190M Monthly Active Viewers\"; Ads Suite live in all 12 ad-supported countries; partners listed as Amazon, AJA, DV360, The Trade Desk and Yahoo DSP; \"over 50 global ad measurement vendors\".","Netflix, 5 November 2025"],["20 January 2026","2025 ad revenue \"grew by more than 2.5x vs. 2024 to over $1.5 billion\"; AI tools to create custom ads from Netflix IP.","Netflix Q4 2025 letter, 20 January 2026"],["28 February 2026","Microsoft Invest, Netflix's original programmatic seller, closes.","PPC Land, 22 June 2025"],["4 March 2026","Netflix Conversion API, piloted with Tinuiti; Amazon Audiences and Yahoo signals available on Netflix deals.","PPC Land, 6 March 2026"],["16 April 2026","\"Over 4,000\" advertisers, up 70% year over year; ad revenue \"on track to reach $3B in 2026\".","Netflix Q1 2026 letter, 16 April 2026"],["13 May 2026","Upfront: \"more than 250M global monthly active viewers\"; Audience Insights API and Reach Curve API; Dynamic Ad Insertion for Pause Ads and Live bought through DSPs; Snowflake and AWS clean rooms live, InfoSum by end of 2026; Amazon DSP audience targeting in all countries by 1 June; AI agents in test; 15 new ad countries from 2027.","Netflix, 13 May 2026"],["16 July 2026","Approximately $3 billion in 2026 ads revenue reaffirmed; programmatic access extended to Pause Ads and live inventory.","Netflix Q2 2026 letter, 16 July 2026"],["20 July 2026","Inventory listed in The Trade Desk's Sellers and Publishers 500+ marketplace with \"no minimum spend\".","PPC Land, 20 July 2026"]],"sourceUrls":[["https://www.adexchanger.com/tv/netflix-is-launching-its-own-ad-tech/"],["https://www.adexchanger.com/tv/meet-the-netflix-ad-suite-introduced-by-ads-vp-nicolle-pangis/"],["https://www.sec.gov/Archives/edgar/data/1065280/000106528025000175/ex991_q125.htm"],["https://ppc.land/netflix-adds-yahoo-dsp-as-fourth-global-programmatic-advertising-partner/"],["https://www.sec.gov/Archives/edgar/data/1065280/000106528025000322/ex991_q225.htm"],["https://ppc.land/netflix-becomes-available-in-amazon-dsp-starting-q4-2025/"],["https://about.netflix.com/en/news/netflix-third-season-of-ads-and-a-look-ahead-at-whats-next"],["https://www.sec.gov/Archives/edgar/data/1065280/000106528026000033/ex991_q425.htm"],["https://ppc.land/microsofts-xandr-dsp-closure-opens-doors-for-independent-players/"],["https://ppc.land/netflix-ads-gets-amazon-audiences-yahoo-signals-and-its-own-conversion-api/"],["https://www.sec.gov/Archives/edgar/data/1065280/000106528026000137/ex991_q126.htm"],["http://about.netflix.com/en/news/netflix-upfront-2026-get-closer"],["https://www.sec.gov/Archives/edgar/data/0001065280/000106528026000211/ex991_q226.htm"],["https://ppc.land/netflix-opens-250m-user-inventory-to-trade-desk-buyers-drops-spend-minimums/"]]}