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A major development has occurred in the world of digital advertising: Netflix’s premium ad inventory is now programmatically accessible through Google DV360. This integration, currently active in European countries such as the UK, France, Germany, Italy, and Spain, offers advertisers advanced targeting capabilities, highly engaging formats, and enhanced measurement tools.
Why Is This Important?
Until now, Netflix had followed a highly selective policy regarding ad placements. However, with the launch of its ad-supported subscription model in 2022, the company began offering limited yet impactful advertising opportunities. Now, with access opened through Google’s DV360 platform, a broader range of advertisers can enter the scene. This move marks the arrival of another major player in the programmatic landscape.
Inventory Access & Device Support
Netflix’s ad inventory is now accessible on DV360 across various devices, including Connected TV, mobile, tablet, and desktop. This type of access allows advertisers to place ads within “Top 10” trending content titles, aligning with daily popular programs.
Advanced Targeting Options
Thanks to Netflix + DV360, advertisers can now:
- Target by age, gender, language, interests, and geographic segments (country, device type, postal code level).
- Leverage “Top 10” content-based targeting—ads can be served around the top 10 most popular programs of the day.
- Use their own first-party data, such as CRM or email lists, for custom targeting.
Campaign Formats
The main ad formats available on the Netflix platform include:
- First Impression: Ads shown when the user first opens the platform.
- Title Selection / Top 10: Ad placements displayed on the content selection screen, often aligned with trending titles.
- Pre-roll Ads: 15-, 30-, or 60-second ads that play before content begins.
These formats stand out with high attention and completion rates.
Measurement & Verification
The DV360 integration provides advertisers with detailed performance metrics, including impressions, completion rates, click-through rates, and device/segment-level analytics. Additionally, third-party solutions like DoubleVerify, Integral Ad Science, Campaign Manager 360, and Innovid allow for fraud prevention and viewability verification.
Netflix is also developing its own ad tech platform, with initial releases expected this year in both the U.S. and EMEA regions.
What Are We Doing at Marker Groupe?
At Marker Groupe, we support brands in reaching their goals with our expert team, specialized in campaign management integrated into the DV360 platform. Strategically positioning your brand on premium platforms like Netflix offers a major advantage for increasing brand awareness and accessing a more qualified audience.
The integration of Netflix Ads into DV360 marks a significant milestone in digital advertising—especially in the areas of programmatic CTV and premium content. This combination offers a powerful advertising channel in terms of reach, quality, and measurability.
For information about Marker Groupe’s development services, please contact us via the MarkerGroupe.com website or by e-mail at hello@markergroupe.com.
