Netflix’s advertising president, Amy Reinhard, presented at the streamer’s Upfront event in New York City on May 14, 2025, highlighting the rise of Netflix’s ad-supported tier, which now has over 94 million active users worldwide.
May 14, 2025
During the presentation, Reinhard introduced a range of new advertising tools powered by data and artificial intelligence. The Netflix Ads Suite, the company’s proprietary advertising platform, is already operational in the U.S. and Canada, with a rollout expected in EMEA next week and across all 12 ad-supported regions by June.
“With complete control over our ad technology, we can provide innovative tools, improved measurement, and more creative advertising formats,” remarked Reinhard. “The Netflix Ads Suite is crafted to help you harness the unique qualities that Netflix offers.”
A significant enhancement is the upgraded data capabilities of the Netflix Ads Suite, which allows advertisers to integrate their first-party data through platforms like LiveRamp or directly with Netflix. This enables clients to align their data with Netflix’s audience for better behavioral insights and targeting. Additionally, Netflix has established third-party data partnerships with firms like Experian and Acxiom and has also introduced a “clean room” strategy for data collaboration.
Further innovations include new first-party measurement solutions, starting with a brand lift function that connects viewing habits with consumer brand perceptions. Reinhard also introduced a modular ad format framework that utilizes generative AI to align advertiser ads with Netflix’s content. The first feature involves interactive midroll and pause ad formats that create customized advertising experiences with overlays and call-to-action buttons. These will be available in all ad-supported countries by 2026.
“If there’s one takeaway today, it’s that our advertising foundation is solid. The speed of advancements will only increase,” Reinhard stated. She added, “Moreover, our biggest asset is our highly engaged audience.”
Netflix’s CMO, Marian Lee, emphasized the company’s commitment to innovating brand connections. She confirmed that creative teams involved in Netflix campaigns will collaborate with partner brands, stating, “We are focused on bringing stories to life in unique ways that benefit all parties. This embodies our ideal partnership.” Lee also announced several co-branded campaigns for this year with brands like Wendy’s, Cheetos, and Booking.com for the return of “Wednesday.”
