Netflix took center stage at its third-ever Upfront presentation with a sweeping showcase aimed squarely at Madison Avenue, revealing new ad-tech innovations, audience metrics, and upcoming global content in a bid to cement its standing as both a creative powerhouse and a data-driven advertising platform.
Amy Reinhard, Netflix’s President of Advertising, announced the full-scale rollout of the Netflix Ads Suite—a proprietary, in-house ad platform—launching in the US and Canada, expanding to EMEA next week, and reaching all 12 ad-supported countries by June.
With more than 94 million global monthly active users now on its ad-supported plan—and more U.S. viewers aged 18–34 than any traditional broadcast or cable network—Reinhard positioned Netflix as the most valuable destination for advertisers.
“When you compare us to our competitors, attention starts much higher and ends much higher. And even more impressive, members pay as much attention to mid-roll ads as they do to the shows and the movies themselves,” she said.
What sets Netflix apart is “our ability to marry art and science, combining best-in-class technology with the shows and movies that everyone is talking about and watching,” Reinhard explained. “So while a lot of companies are either/or—either they have great technology, or they have great entertainment—our superpower has always been the fact that we have both. And because our audience is unique, engaged, and attentive, a dollar spent on Netflix is more valuable than a dollar spent anywhere else.”
The Netflix Ads Suite, Netflix’s in-house advertising platform, is now live in the US and Canada, will be live next week in EMEA, and available in all 12 ad-supported countries by June. To help explain the benefits of the new platform, Reinhard got an assist from Agency Grateau’s Emily Cooper (aka Lily Collins). Cooper shared that “you can now target more than 100 interests in over 17 categories—including life stages.”
Reinhard added: “By controlling our own ad tech, we’ll be able to deliver newer tools, better measurement, and more creative formats. The Netflix Ads Suite is also designed to help you tap into the magic that makes Netflix Netflix. And it does that in a few big ways.”
“So if you take away anything from today, I hope it’s this: the foundation of our ads business is in place. And going forward, the pace of progress is going to be even faster,” said Reinhard. “Plus, we already have the most important thing: the most engaged audience anywhere.”
Netflix Ads Suite
With Netflix Ads Suite, advertisers can now incorporate their first-party data, either through LiveRamp or directly with Netflix, so clients can match data sets for behavioral insights and targeting capabilities against Netflix’s ads audience.
Reinhard unveiled the first capability with interactive mid-roll and pause formats that build custom advertising creative with added overlays, call-to-action, second-screen buttons, and more to serve the right ad to the right member at the right time. These formats will be available by 2026 in all ad-supported countries.
The presentation detailed how Netflix is fusing “art and science” through its Ads Suite, offering advertisers precision tools such as first-party data integration, expanded measurement capabilities, and generative AI-powered creative formats including interactive mid-rolls and dynamic pause screens.
Simultaneously, Chief Marketing Officer Marian Lee emphasized the streaming giant’s dual role as both media buyer and seller, spotlighting upcoming co-branded campaigns with Wendy’s, Cheetos, and Booking.com tied to tentpole programming like Wednesday.
Marian Lee, Netflix’s Chief Marketing Officer, spoke directly to advertisers as “both a buyer and a seller… We’re always looking for creative ways to build our brand and connect with fans. And when you partner with us, you will get the same treatment. The creative teams that work on our campaigns and drive conversation are the same ones that will work with your brands, too.”
With more than 700 million people watching, Netflix is uniquely positioned to put brands at the center of attention. “Today, everyone really is watching Netflix,” said Lee. “Last year, we had more shows in the Nielsen Top 10 than all other streaming services combined. And just last week, Nielsen reported that we have eight of the top 20 shows across broadcast, on-demand, and streaming.”
Lee announced several global co-branded creative campaigns coming this year, including Wendy’s, Cheetos, and Booking.com for the highly anticipated return of Wednesday. “It’s all about bringing stories to life in ways none of us can do on our own. And that’s our idea of the perfect partnership,” she said.
Bela Bajaria, Netflix’s Chief Content Officer, spoke about how Netflix is different and how she’s “programming a slate, not slots. That means that my team is thinking about all the titles we release all year—across many countries and languages. And we’re making sure we have shows and films for everyone and every mood.”
“Our audiences expect us to have the best of everything,” she said. “And we try to keep them on their toes with some unexpected surprises too. That’s why when we have the opportunity to take big, bold swings and get the NFL on Christmas Day, a surprise boxing match, or the WWE every week, we move quickly and we make it happen.”
In addition to the WWE every week, Bajaria discussed new live events coming to Netflix, including the Katie Taylor vs. Amanda Serrano rematch fight on July 11. NFL Commissioner Roger Goodell unveiled this year’s two exciting NFL Christmas Day matchups: the Dallas Cowboys at the Washington Commanders, and the Detroit Lions at the Minnesota Vikings.
Bajaria announced new seasons of The Diplomat, Forever, The Four Seasons, Love on the Spectrum, Million Dollar Secret, My Life With the Walter Boys, Survival of the Thickest, and Seasons 5 and 6 of Bridgerton.
With its expanded advertising capabilities, cutting-edge ad tech, and a robust global content lineup, Netflix is positioning itself not just as a streaming leader, but as a formidable force in the advertising world. By marrying creativity with data and offering brands unparalleled reach and engagement, the company is setting a new standard for what it means to connect with audiences in the digital age. As Reinhard emphasized, the foundation is in place—now, the pace of progress is only accelerating.
