Netflix has revealed its in-house advertising platform will launch in Europe next week.
As part of its presentation at the Upfronts in New York, the company said Netflix Ads Suite will be available in all 12 ad-supported countries by June.
Netflix also announced a new modular framework for ad formats that leverages generative AI “to instantly marry advertisers’ ads with the worlds of our shows,” said the company.
The capability includes interactive midroll and pause formats that build custom advertising creative with added overlays, call to action, second screen buttons. The formats will be available by 2026 in all ad-supported countries, said Netflix.
“The foundation of our ads business is in place,” said Amy Reinhard, president of advertising. “Going forward, the pace of progress is going to be even faster. Plus, we already have the most important thing: the most engaged audience anywhere.
“By controlling our own ad tech, we’ll be able to deliver newer tools, better measurement, and more creative formats.”
The global streamer initially named Microsoft as its technology partner ahead of the launch of its advertising-supported tier in 2022, but in May 2024, the company moved to its own in-house platform.
