Our Take
Amazon gains access to Netflix's premium inventory while keeping advertisers locked into its DSP ecosystem.
Why it matters
This gives Amazon a foothold in Netflix's high-value ad inventory without Netflix building competing data capabilities. UK launch timing suggests broader rollout if performance metrics hit targets.
Do this week
Media buyers: Test Amazon DSP integration with Netflix inventory starting May 18 to benchmark performance before wider EMEA rollout.
Amazon DSP adds Netflix inventory with shopping data overlay
Amazon will allow advertisers in the UK and EMEA to layer Amazon shopping data onto Netflix ad inventory through Amazon's demand-side platform starting May 18 (per Amazon email obtained by Adweek). The integration routes Netflix inventory through Amazon DSP rather than direct buying.
The move follows Amazon's recent LinkedIn partnership announcement, both aimed at expanding Amazon's connected TV advertising reach beyond its owned properties like Prime Video and Freevee.
Amazon locks advertisers into its data ecosystem
The integration forces advertisers to use Amazon DSP to access the combined targeting capability, preventing direct Netflix buys when Amazon shopping data is required. This positions Amazon as a necessary intermediary for premium streaming inventory.
Netflix gains access to Amazon's shopping behavior data without building competing first-party data products. For Netflix, this solves targeting limitations while maintaining its inventory value through Amazon's platform.
The UK-first launch suggests Amazon is testing performance metrics before broader European expansion. Connected TV ad spending in the UK reached £1.7 billion in 2023 (per IAB UK), making it a significant testing ground for streaming ad products.
Test performance against direct Netflix buys
Media buyers should compare campaign performance between Amazon DSP's Netflix inventory and direct Netflix purchases to measure the value of shopping data overlay against platform fees.
The integration requires existing Amazon DSP access, so agencies without current Amazon relationships will need platform onboarding before May 18. Amazon typically requires minimum spend commitments for DSP access.
Monitor for expanded inventory availability as Amazon adds more streaming partners. The LinkedIn integration signals Amazon's broader strategy to become the primary data layer for connected TV advertising across multiple publishers.