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Netflix plans to in-house ad tech, adds measurement partners as ad tier surges

May 16, 2024

Netflix’s ad-supported business is booming, with its global monthly active users surging to 40 million — after coming in at just 5 million a year ago — and nearly half of all signups picking ads plans where available. Along with outlining a massive slate of new content, Netflix used its first-ever in-person upfront to update advertisers on its growing ad offering.

As connected TV measurement continues to be a hot topic for advertisers in the streaming age, Netflix added new partners Affinity Solutions, iSpotTV, Kantar, Lucid, NCSolutions and TVision to a list that already includes Nielsen, EDO, DoubleVerify and Integral Ad Science as advertisers work to measure and verify the impact of their campaigns.

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