Originally published by Adweek
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The integration that lets advertisers layer Amazon’s shopping data onto Netflix inventory through the Amazon DSP will go live May 18 in the U.K. and EMEA, according to an Amazon email obtained by ADWEEK.
A Netflix spokesperson confirmed the timing.
The launch date puts a marker on a capability Netflix and Amazon first telegraphed in March, when the streamer announced thatbrands buying Netflix inventory through the Amazon DSP would be able to apply Amazon Audiencesto their campaigns beginning in Q2. That capability launched in the U.S. on April 13, according to a Netflix spokesperson.
For ad buyers operating in EMEA, the timing matters. Amazon’s first-party retail data is already available to layer onto inventory from Disney, Paramount, and other major streamers in the region. Netflix has been the lone holdout among premium CTV players, forcing buyers to run it on a parallel track from the rest of their Amazon data-enriched campaigns.
“Netflix has always been siloed, which made it a thorn in our side when it comes to operations,” said Chris Cochrane, co-founder and chief strategy officer at Plug Media. “Now that they’ve finally cut a deal and are happy to integrate Amazon data into Netflix inventory, it’s full-circle.”
Netflix sells its own first-party data on a different basis than rival streamers, so overlaying Amazon’s shopping signals delivers meaningful price efficiencies, according to Cochrane.
Beyond pricing, the integration allows agencies to fold Netflix into omnichannel CTV campaigns alongside Paramount, HBO Max, and others without bifurcating their strategy.
“The Netflix space even without Amazon data is massively appealing,” Cochrane said. “This ability to overlay the Amazon data just takes it to another level.”
The news lands the same week that Amazonunveiled a separate data collaboration with LinkedIn. That partnership, which routes through Microsoft Monetize, the supply-side platform owned by LinkedIn parent Microsoft, lets advertisers on the Amazon DSP layer LinkedIn’s first-party signals—including job title, industry, and seniority—onto streaming TV buys.
The LinkedIn deal represents a notable inversion of Amazon’s typical playbook. Where Amazon has historically traded access to its shopping data in exchange for premium inventory, the LinkedIn integration sees Amazon importing a third party’s data to plug a gap in its own offering: business-to-business data.
Taken together, the two deals point to a CTV strategy increasingly focused on consolidating the buying landscape under a single roof.
The company has spent the past year stacking partnerships with Samsung, Tubi, Comcast, Roku, and Disney, and the pattern extends beyond CTV. In audio, Amazon has signed similar data-enablement deals with Spotify, SiriusXM, iHeart, and, most recently,the U.K.’s DAX.
The crux of the strategy is evident: The more data-enriched inventory Amazon can pipe through its DSP, the more indispensable the platform becomes to buyers.
“Amazon has everything that its competitors have and more,” Cochrane said. “They’re trying to create an omnichannel solution with all data in play.”
Mark StenbergMark Stenberg is ADWEEK’s senior media reporter.@markstenberg3|[email protected]
Mark Stenberg is ADWEEK’s senior media reporter.
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