Netflix is continuing to evolve its advertising business as it enters its fourth season, unveiling new ad formats, expanded data capabilities, and deeper measurement partnerships designed to enhance performance and transparency for brands worldwide.
Following its May announcement of modular ad formats, Netflix has begun testing interactive video ads in the U.S. and Canada. These new ads adapt to members’ viewing behaviors and allow marketers to use dynamic templates that combine creative elements for greater engagement and impact. The company says early results are promising, with plans to roll out the format globally by Q2 2026.
Nearly six months after launching the Netflix Ads Suite in most markets, the company has introduced four major upgrades aimed at improving targeting and accessibility for advertisers.
First, Netflix has expanded its advanced demographic targeting options to include attributes such as education, marital status, and household income.
Second, its partnership with LiveRamp now spans ten major markets—including Australia, Brazil, Canada, France, Germany, Italy, Japan, Mexico, Spain, and the U.K.—enabling clients to activate first-party audience data more easily.
Third, the platform now supports in-market audiences, allowing advertisers to reach viewers likely to be shopping for products in categories such as luxury vehicles, travel, and dining.
Finally, Netflix is testing a planning API designed for agency partners, providing real-time forecasting and integration with in-house planning tools to help identify optimal audiences across demographics and regions. These targeting and planning capabilities are live in the U.S. and slated for global expansion in 2026.
Also read: Netflix introduces ‘Monthly Active Viewers’ to more accurately measure global ad reach
As measurement becomes increasingly central to media strategy, Netflix has broadened its network of analytics and attribution partners.
In France, the company partnered with Médiamétrie to launch a biannual cross-video audience measurement program called Watch. In Japan, Netflix extended its relationship with Macromill, adding its Brand Lift Solution for early 2026.
Across Mexico and Brazil, partnerships with Amplified Intelligence and Alter Agents (Brazil only) will measure ad attention and impact. In the U.S., Netflix has expanded Brand Lift integrations with Kantar and iSpot to measure reach, frequency, and attribution. Meanwhile, a new direct integration with AudienceProject in EMEA provides more granular campaign reporting.
As live programming grows on the platform, Netflix has started testing Dynamic Ad Insertion (DAI) with WWE Raw and SmackDown. The capability will be available across the U.S., Brazil, Canada, Germany, Mexico, and the U.K. for the upcoming NFL Christmas Gameday. The company plans to scale DAI across additional live events in 2026, enabling localized and personalized ad experiences for viewers.
Netflix is also lining up major brand collaborations tied to some of its biggest upcoming titles.
For Emily in Paris, a U.S. partnership with Peroni Nastro Azzurro will deliver a 360° campaign highlighting Italian style. Stranger Things will feature global tie-ins including Doritos, Gatorade, Target, Fiat, Nestlé, and Unilever’s Hellmann’s, with themed products and experiences across markets. Meanwhile, the NFL Christmas Gameday broadcast will feature campaigns from FanDuel, Verizon, Accenture, Tide, and others.
The ad-supported plan continues to offer a lower-priced Netflix experience, now enhanced by Moments, a new feature allowing members to save their favorite scenes from shows and films.
Netflix says these latest advancements signal a new stage of growth for its advertising business, balancing innovation for brands with value and engagement for members. “We know we still have more to do,” the company said, “but we’re energized by the consistent growth and advancements we continue to deliver for our advertisers and members. We can’t wait to see what’s in store for our next season.”
