Amazon and Netflix Ink Major Advertising Deal
3 minute readPublished: Wednesday, September 10, 2025 at 2:06 pm
Amazon and Netflix Announce Landmark Advertising Partnership
In a move that reshapes the landscape of digital advertising, Amazon and Netflix have forged a significant partnership. The deal will integrate advertising inventory from Netflix's ad-supported tier into Amazon's Demand Side Platform (DSP). This integration is slated to launch in the fourth quarter of this year.
The agreement will be available to marketers and ad buyers across several key markets, including the United States, United Kingdom, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia.
This partnership is particularly noteworthy given Amazon's existing presence in the ad-supported streaming market through its own platform, Prime Video. Furthermore, Amazon's DSP already facilitates programmatic advertising across major U.S. streaming services. Amazon has previously established similar deals with major media companies, including NBCUniversal, Warner Bros. Discovery, Fox, Paramount, and Disney.
The Netflix deal streamlines options for marketers who often utilize multiple DSPs. It also highlights Amazon's rapid expansion in the advertising sector, not only as a content provider but also as a backend service provider.
Amy Reinhard, president of advertising at Netflix, emphasized the partnership's commitment to providing advertisers with greater flexibility in achieving their marketing objectives. Paul Kotas, senior VP of Amazon Ads, echoed this sentiment, stating the goal is to simplify TV planning and buying for advertisers.
BNN's Perspective:
This deal underscores the evolving dynamics of the streaming and advertising industries. While it offers benefits to both Amazon and Netflix, it also raises questions about market concentration. The partnership could potentially give Amazon an even greater advantage in the digital advertising space, which could impact smaller players. However, the increased options for advertisers and the potential for more targeted advertising could also benefit consumers.
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