Company saw an increase of over 150% in advance sales at its Upfront
Netflix has concluded another Upfront cycle by signing contracts with advertising groups and independent agencies, registering an increase of more than 150% in advance sales when compared to 2023.
The new agreements include investments in various sectors such as consumer goods, technology, entertainment, vehicles, fast food and retail, including series and films such as Squid Game, Wednesday, Outer Banks, The Golf Course 2, Ginny and Georgia and Love Is Blind.
For advertisers, the streaming platform also announced that it will launch an in-house advertising technology platform, which will begin testing in Canada in November and launch globally in 2025.
Additionally, it was also announced that companies will now be able to enter into private marketplace agreements directly with Netflix using The Trade Desk, Google Display, Video 360 or Xandr.
The company also introduced Google Campaign Manager and Innovid for impression verification and expanded its relationships with DoubleVerify and Integral Ad Science for fraud and viewability verification across programmatic channels.
In terms of metrics, Netflix announced that in September, the platform’s ad-supported plan will be available on Barb’s Advance Campaign Hub (ACH), with the aim of making campaign planning easier for UK advertisers.
The company will also extend its campaign performance measurement suite to NielsenOne, Lucid (or Cint), EDO Inc., NCSolutions, Kantar and Affinity Solutions, and has partnered with clean room providers Snowflake, InfoSum and LiveRamp to create a secure and private environment for its subscribers and advertisers.
This will allow advertisers to verify audience overlap, post-campaign reach and frequency, and last-touch attribution in a secure environment.
Snowflake Data Clean Rooms is available to partners now, with InfoSum and Habu launching in the coming months.
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