Amy Reinhard, president of Netflix Advertising, made a prepaid presentation to advertisers in New York City on May 14, 2025 (Netflix Photo).
May 14, 2025
In addition to promoting Netflix’s support tier growth, it has now reached over 94 million global monthly active users, so in a 2014-year-old presentation on the streamer on May 14th in New York City, President Amy Reinhard unveiled a set of new advertising tools that have fueled both data and AI.
Netflix Ads Suite, Netflix’s in-house advertising platform, currently lives in the US and Canada. The platform will be live at EMEA next week and will be available in 12 ad-supported countries by June.
“Controlling our own advertising technology will allow us to provide new tools, better measurements, and more creative forms,” Reinhard said. “Netflix Ads Suite is designed to help you take advantage of the magic that makes Netflix Netflix, and it does that in some big ways.”
For starters, there are enhanced data features. Netflix Ads Suite now allows advertisers to incorporate first-party data directly through Liveramp or Netflix. This allows clients to match behavioral insights with datasets of targeting capabilities for Netflix’s ADS audience. Netflix has also launched third-party data access to partners such as Experian and Acxiom, and has announced its own “cleanroom” strategy with secure, neutral spaces for data collaboration and partnerships.
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Netflix has also announced the development of a new first-party measurement solution, starting with a brand lift feature that connects viewing behavior to consumer brand awareness.
Netflix has debuted a new modular framework that leverages generative AI to instantly marry ads for advertisers and their shows. Reinhard announced its first feature in interactive mid-roll and pause formats that build custom ad creatives using additional overlays, action calls, second-screen buttons and more. These formats will be available by 2026 in all advertising-supporting countries.
“So, if you take something from today, I hope that’s this: the foundation of our advertising business is in place, and the pace of progress will be even faster in the future,” Reinhard said. “And we already have the most important thing. We are the most enthusiastic audience everywhere.”
“We’re always looking for creative ways to build brands and connect with our fans. And when you partner with us, you’ll get the same treatment. The creative team working on our campaign and drive conversations is the same as working with your brand.”
She has announced several global co-branded creative campaigns for the return of “Wednesday” including Wendy’s, Cheetos, and Booking.com.
“It’s all about bringing the story back to life in a way none of us can do on our own. That’s the idea of a perfect partnership,” she said.
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