Netflix x Amazon DSP: The Ad World Just Got a New Power Couple

The streaming-advertising landscape just got a whole lot more interesting. In Q4 2025, Netflix is rolling out a new programmatic path for advertisers: making its ad inventory available via Amazon’s Demand-Side Platform (DSP).

This move marks a significant shift—not just for Netflix, but for the entire streaming advertising ecosystem. At VideoFresh, we see this as a signal that the future of video ad buying is heading toward ever-greater openness, efficiency, and data integration. Below, I break down what this development means, the opportunities it unlocks, and some caution flags advertisers should keep in mind.

The Strategic Shift Behind the Headlines

1. More programmatic access, less friction

Until now, Netflix has made its ad inventory available through leading DSPs like Google DV360, The Trade Desk, Yahoo, and Microsoft. With Amazon DSP now in the mix, advertisers will have yet another “gate” through which to access Netflix’s audience.

But this isn’t just about more paths. It’s also about simplification. By integrating Netflix into Amazon’s existing buying infrastructure, it becomes easier for advertisers to consolidate TV/streaming buys, reduce setup complexity, and coordinate campaigns across multiple platforms.

2. Commerce data as a differentiator

What sets Amazon apart from many other DSPs? A deep well of commerce signals — what people buy, when, how often, and their browsing behavior. In the ad world, that data is gold. Netflix’s collaboration with Amazon DSP promises to bring these ecommerce-derived insights into the targeting and measurement mix for TV/streaming campaigns. Digiday

In practice, that could mean more efficient ad spend, smarter attribution models, and better optimization of media dollars.

3. Competitive pressure and economics

The financial terms are intriguing. Amazon is reportedly offering discounts on DSP fees when advertisers use it to buy third-party CTV inventory. In some circumstances, this could make purchasing Netflix inventory via Amazon cheaper than going through other platforms.

That cost advantage may help counter one of Netflix’s longstanding challenges: the perception that its ad inventory is relatively expensive. Since launching its ad tier, Netflix’s CPMs have drawn scrutiny—even as they’ve come down from initial highs.

For Amazon, this is part of a broader “connective tissue” play: positioning the Amazon DSP as the central hub for streaming media advertising across publishers.

Key Takeaways for Amazon Sellers

✅ Upside Opportunities

• Easier bundling and consolidation. For brands already buying on Amazon DSP, adding Netflix inventory becomes more straightforward—no need to juggle separate platforms or workflows.

• Better performance via richer signals. Commerce-based behavioral data may allow for sharper targeting and stronger ROI.

• Potential cost savings. The discounted fee structure could tilt the cost-benefit equation in favor of using Amazon DSP for Netflix buys.

• Increased scale and reach. As more buyers adopt this route, that could help Netflix scale its ad-tier audience—and reduce some of the flex (or “empty ad bucket”) risk.

Considerations & Caution Flags

• Measurement & transparency still evolving. Even with this integration, Netflix must continue improving how it validates conversions, attributes cross-platform impact, and ensures clarity for buyers.

• Partial adoption risk. If major ad buyers resist or delay adopting Amazon DSP for Netflix, the deal’s utility may be limited in practice.

• Competition and vendor balance. Some advertisers may hesitate to deepen their reliance on Amazon’s ecosystem, especially if they’re cautious of concentrated power or conflicts of interest.

• Ad load and audience scale constraints. Netflix’s ad tier is still relatively small compared to legacy linear and big OTT players, so reach and saturation could be constraints for large-scale campaigns.

How VideoFresh Clients Can Get Ahead

1. Audit your DSP stack. Identify which DSPs you already use and whether integrating Amazon DSP would bring advantages (or complexity).

2. Pilot small Netflix buys via Amazon DSP. Test campaigns with modest budgets to get a sense of performance, measurement, and workflow friction.

3. Monitor attribution models closely. Watch how conversions, lift tests, and cross-platform measurement evolve.

4. Stay agile with planning. As adoption grows, you may want to shift more budget to routes that yield better performance or efficiency.

5. Optimize your video assets for Amazon DSP. Netflix inventory is premium — and your creative needs to match. For Amazon sellers, this is the time to ensure your video ads are built for scroll-stopping performance, commerce conversion, and cross-platform consistency. VideoFresh helps brands produce DSP-optimized video content that not only grabs attention, but converts — whether it’s running on Fire TV, Prime Video, or now… Netflix. Schedule a free content evaluation with an experienced DSP producer today.

Final Thought

Netflix’s move to make its inventory more accessible via Amazon DSP is more than a strategic tweak—it’s a bold signal that the streaming advertising era is entering a new phase. The barriers to entry are lowering, and the tools to optimize are growing smarter. For advertisers and video platforms alike, it's a moment to pay attention, experiment, and lean into evolution.