Netflix turns on programmatic for Aussie ad buyers

Starting this week, Netflix has enabled programmatic guaranteed buying in Australia for buyers using Google’s Display and Video 360 (DV360) and The Trade Desk.

The capability rolled out in the US last year and in the UK, Germany, France, Spain, and Italy in February. It gives advertisers the ability to target audiences based on genre, geography, and device. Buyers can also now place ads alongside Netflix’s top 10 shows in specific regions with standard pre-roll, 30-second, and 60-second ad slots.

In a LinkedIn post yesterday, Heidi Monro, Senior Manager for Advertising and Sales at Netflix Australia, said that deeper content targeting was now possible, with features supporting brand safety now on offer.

In listing features of programmatic, Monro wrote: “More access to Netflix 1P data with proprietary targeting features designed to connect you with viewers.”