Netflix expands programmatic ad trials in EMEA region

Netflix is boosting its programmatic offering in beta in the EMEA region, in a move designed to provide more buying options to advertisers in the UK, Germany, France, Spain and Italy as well as globally in the coming months.

The move sees Google’s Display & Video 360 and The Trade Desk come alongside Microsoft to enable advertisers to access Netflix inventory through 1:1 private marketplace (PMP) and programmatic guaranteed. The ad-supported device types include connected TV, mobile, tablet and desktop.

Current features include targeting options like genre, geography, device targeting and ‘Top 10’, which allows advertisers to place ads around the most popular titles on Netflix each day. More features will come with the wider release later this year.

The expansion also includes Google’s Campaign Manager 360 and Innovid for impression verification and extends Netflix’s existing DoubleVerify and Integral Ad Science relationship for fraud and viewability verification into programmatic channels.

Over the past few weeks, Netflix has already executed multiple programmatic campaigns with Cupra France, L’Oreal, McDonald’s, Samsung, Uber and Zalando.

Netflix EMEA vice-president of ad sales for Damien Bernet said: “Ahead of the launch of our own adtech later this year, this builds on our foundation enabling us to deliver even more capabilities advertisers are looking for. Google’s DV360 and The Trade Desk are great partners to do this with, and it’s exciting to see the appetite already from brands across the region.”

Zalando head of digital media Philipp Nee added: “Inspiration and entertainment are crucial elements to how we engage customers and build the ecosystem for fashion and lifestyle e-commerce. Netflix’s strategy aligns perfectly with ours, making their expanded programmatic offering a natural fit.

“As the first to leverage this opportunity, we have unlocked new ways to reach highly engaged viewers in a premium, brand-safe environment. The close collaboration between the Zalando in-house media team and Netflix has been key to this success, and we look forward to further strengthening our partnership.”