Netflix expands ad capabilities with Amazon Audience access

Starting next quarter, Netflix campaigns run through Amazon DSP will unlock Amazon Audiences for targeting. If you're already an Amazon advertiser, you know what that means: trillions of shopping, streaming, and browsing signals that can now reach logged-in Netflix viewers based on their actual purchase behavior, interests, and lifestyles. Netflix is also launching its own Conversion API to help you prove outcomes and leverage real-time insights to optimize campaigns.. If you've been waiting for streaming to feel more full-funnel, this is a huge step forward. What's really happening here is bigger than just this partnership. Amazon is using its authenticated graph and shopping signals to power performance measurement well beyond its own properties. Netflix is betting on first-party measurement too, positioning streaming as performance media, not just brand. You get Netflix's scale and inventory with Amazon's shopping data backing your targeting decisions. What you need to know:

• Amazon shopping data will soon power Netflix targeting through DSP

• Netflix's Conversion API will enable real-time optimization and outcome measurement

• Refine your Amazon Audience strategies now before they scale to Netflix

• This signals the broader shift to first-party, cross-platform performance Watch now to understand what this partnership means for your audience strategy and why the work you do refining your Amazon segments today will matter when they scale into Netflix's reach next quarter.