Amazon and Netflix have announced a major advertising partnership that could reshape the connected TV (CTV) ecosystem. Starting in Q4 2025, advertisers will be able to access Netflix’s ad-supported inventory directly through Amazon’s demand side platform (DSP), spanning markets in the U.S., U.K., France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia.
This integration represents a milestone in the consolidation of premium CTV buying and signals Amazon’s ambition to cement its role as a central player in the advertising space. By adding Netflix alongside Disney, NBCUniversal, Warner Bros. Discovery, Fox, and Paramount, Amazon could further position its DSP as a central hub for marketers seeking access to premium streaming audiences.
For brands and marketers, the implications extend far beyond efficiency.
Why This Deal Matters for Marketers
Amazon already operates one of the largest ad-supported streaming platforms through Prime Video. By adding Netflix, the world’s biggest streaming service, the company is creating a consolidated entry point for premium inventory. This simplifies buying for advertisers who have long navigated a fragmented marketplace of DSPs and direct deals.
The true differentiator lies in measurement. Amazon’s closed-loop attribution allows marketers to connect CTV exposures across Netflix, Disney+, and other services directly to retail outcomes such as product detail page views, add to cart events, and purchases. For brands that sell within Amazon’s ecosystem, this means every CTV impression can be tied back to commerce-driven results. This is a capability that publishers cannot provide on their own.
Advertisers also gain access to tools like Amazon Marketing Cloud for cross-device, path to purchase insights, and third-party lift studies to measure upper funnel impact. Together, these features could set a new standard for how CTV is planned, purchased, and measured.
The Bigger Picture: DSP Consolidation and CTV Growth
CTV has become one of the fastest-growing areas of digital advertising, but fragmentation has made it difficult to scale campaigns effectively. Each streaming platform operates as a walled garden with its own buying mechanics and reporting standards. By consolidating inventory within Amazon DSP, marketers reduce operational complexity while gaining consistency across premium publishers.
This shift highlights a larger trend. DSPs are no longer just pipes for programmatic media. They are becoming strategic platforms that unify fragmented ecosystems. With Netflix now in the fold, Amazon has elevated its DSP from a competitive advantage to a potential industry standard.
What Marketers Should Do Now
For brands, the question is not whether this deal matters, but how quickly to adapt strategies around it. The combination of Netflix’s global scale and Amazon’s closed loop measurement capabilities creates opportunities that could redefine both performance marketing and brand storytelling within CTV.
Marketers should focus on three priorities:
Reassess platform and media consolidation strategies. With Amazon DSP now offering access to nearly every major streaming service, advertisers should evaluate how much of their premium CTV buying can be streamlined through a single partner. This type of supply path optimization reduces complexity, improves frequency management, and creates more consistent reporting. At the same time, contingency plans are essential to avoid over-reliance on one buying path.
Design attribution frameworks that extend beyond exposure metrics. Amazon’s closed-loop measurement can connect CTV impressions to outcomes like detail page views, add to cart events, and new-to-brand purchases. For Amazon selling brands, this creates a direct link between streaming exposure and retail results. For non-endemic brands, layering in site-side tracking, clean room integrations, and incrementality testing ensures a fuller picture of campaign effectiveness.
Prioritize incrementality testing and AMC insights. AMC provides visibility into cross-device paths, audience overlap, and new-to-brand performance. When combined with geo testing, holdout groups, or sequential market rollouts, marketers can validate whether CTV campaigns are driving true incremental lift rather than recycled conversions.
How Direct Agents Can Help
We’ve built our approach around a simple philosophy: human imagination powered by technological precision.
We see AI as a creative enabler, not a replacement. When automation handles the repetitive tasks, our teams can focus on developing bold, breakthrough ideas. Our cross-platform storytelling ensures that whether we’re creating for TikTok, CTV, or streaming platforms, every piece of content adapts to its environment while staying rooted in genuine human insight.
The proof is in the results. Whether we’re helping a subscription brand reimagine its retention strategy or designing platform native creative that drives retail sales, we consistently see that data plus imagination outperforms either one in isolation.
Source: https://www.hollywoodreporter.com/business/business-news/amazon-netflix-major-advertising-deal-dsp-1236366387/