Netflix upfront

Netflix netted a 150% increase in ad sales during upfront negotiations this year compared to last year – a good sign for its programmatic ambitions.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Attribution vs. Contribution Ad platform over-attribution is boiling over right now for frustrated marketers. Walled garden platforms aren’t new, but server-side data plugins by Google and Meta, plus the explosion of retail media walled gardens, mean brands might see a dozen platforms claim full […]

In addition to taking execs through its plans to launch its own ad platform, Netflix hosted a separate event open to the press to showcase its content as part of its efforts to stand out to advertisers.

Remember back when Netflix insisted it would never run ads on its platform? Well, not only does it now have 40 million MAUs for its AVOD tier, it’s also launching an ad tech platform.

Netflix addressed advertiser frustration with its lack of measurement and targeting at its first-ever upfront this week. Nielsen’s Digital Ad Ratings and EDO outcomes-based measurement will both be available to Netflix advertisers this year.

Netflix flubbed its second-ever livestream, and blames it on a bug. But the fail raises a critical question about where Netflix belongs in the streaming wars.

Weeks ahead of its first-ever upfront, Netflix is making programmatic strides with a private marketplace and enforcing anti-password sharing.