Netflix expands ad targeting

The updates aim to help advertisers reach relevant audiences, assess campaign performance and connect advertising activity to business outcomes.

Netflix Ads is expanding its advertising capabilities with enhanced conversion tracking, additional audience targeting options and measurement tools integrated into demand-side platforms (DSPs).

The company has enhanced its Conversion API (CAPI) and developed the Netflix Pixel to support standardized onboarding of more than 20 lower-funnel conversion events. The capabilities will allow advertisers to access Netflix’s first-party measurement solutions, including conversion lift, attribution and A/B testing, while using conversion data to build audience segments.

Netflix Ads expands conversion measurement capabilities

The combination of CAPI and the Netflix Pixel is designed to strengthen advertisers’ ability to measure outcomes and refine targeting strategies. By integrating conversion data into Netflix’s advertising infrastructure, brands can evaluate campaign effectiveness and identify audiences based on their interactions and conversion activity.

Netflix is also expanding programmatic audience targeting. In March, the company introduced proprietary demand-side platform audience targeting through Yahoo DSP and Amazon Ads Agent. Starting in November 2026, advertisers will be able to activate third-party data partners or use their own first-party audiences through The Trade Desk across Netflix advertising inventory.

The Trade Desk expands Netflix audience targeting

The expansion gives advertisers additional options for reaching audiences on Netflix using their existing data and programmatic buying tools. It also broadens the range of audience strategies available to brands seeking to connect targeting decisions with campaign measurement.

Netflix highlighted results from recent measurement studies to demonstrate the effectiveness of its advertising offering. Cross-publisher brand lift studies conducted by Kantar showed Netflix leading across brand awareness, brand favorability and consideration intent compared with advertisers’ total media mix.

Netflix reports brand lift and conversion results

The company also reported results from a first-party Conversion Lift study conducted with a leading delivery app brand. The campaign generated a 2.7 percent lift in sign-ups and a 2.9 percent lift in new trials, according to Netflix. The measurement approach aims to distinguish incremental conversions attributable to advertising from those that would have occurred without the campaign.

Netflix is also integrating measurement capabilities into the DSP platforms advertisers already use. Yahoo DSP advertisers can now measure single-publisher attribution across their programmatic Netflix campaigns. Measurement capabilities covering reach, frequency and attribution are planned for The Trade Desk.

Netflix brings campaign measurement into DSP platforms

These integrations aim to give advertisers more direct access to campaign performance data within their existing buying workflows. By embedding measurement into programmatic platforms, Netflix is seeking to simplify campaign evaluation and help advertisers assess the return on their media investments.

Netflix also outlined plans to expand its advertising-supported offering into 15 additional countries in 2027. Austria, Belgium, Colombia, Denmark, Ireland, the Netherlands, Norway, Peru, Poland, Sweden and Switzerland are scheduled to join in March 2027.

Netflix Ads plans international expansion in 2027

The expansion will extend Netflix’s advertising reach across additional European and Latin American markets. Alongside the geographic rollout, the company plans to continue developing its buying, planning, targeting and measurement capabilities in collaboration with advertising partners.

advertising.netflix.com

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