Netflix is launching its in-house advertising suite across EMEA, enabling enhanced capabilities for advertisers in all 12 ad tier markets by June. This suite, already live in Canada and the US, features improved measurement tools and creative ad formats. The growth of Netflix's ad-supported plan has been significant, with 94 million monthly active users reported. Meanwhile, Netflix is also developing an AI-powered ad format designed to blend branded content seamlessly with original programming, aiming to create a less intrusive ad experience.
"We've evolved," said Damien Bernet, Netflix's VP of EMEA advertising, in an interview with The Media Leader. "Advertisers are going to get new tools, better measurement and more creative formats."
The format, which Netflix plans to roll out by the end of the year, will allow advertisers to insert promotional content mid-stream or during pause screens, with options for overlays and calls to action.
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