Exciting news for advertisers—Google has just integrated Netflix’s ad inventory into its Display & Video 360 (DV360) platform. This move could change the game for businesses looking to advertise on one of the world’s most popular streaming services. This integration made reaching Netflix’s vast and highly engaged audience much easier. In this blog post, we’ll dive into the details of this new development and explore what it means for the future of advertising.
Google has made a big move by integrating Netflix’s ad inventory into its Display & Video 360 (DV360) platform. This step will shake up the programmatic advertising world for both companies.
Google Brings Netflix Ads to DV360: What You Need to Know
- Advertisers can now tap into Netflix’s ad space directly through DV360.
- The platform makes it easy to discover, negotiate, and manage Netflix ad deals—all in one spot.
- This summer, Netflix is teaming up with The Trade Desk, Google’s DV360, and Magnite to expand its ad-buying options.
- With this integration, advertisers get access to Netflix’s huge audience and top-tier video content.
How to Get Netflix Ads in DV360
Here’s how you can start using Netflix’s ad inventory in DV360:
- Log in to your DV360 account and go to Inventory > Marketplace.
- Browse the available packages under the Digital category.
- Filter results by publisher, location, and other specifics to find your need.
- Search for specific publishers or Inventory with the full-text search option.
- Negotiate and manage your deals right within DV360.
This collaboration between Netflix and Google’s DV360 is poised to revolutionize programmatic advertising, offering advertisers new ways to reach their target audiences at scale.
What types of ads will be available through Netflix’s Inventory in DV360?
Ads on Netflix: What’s Available in DV360?
Netflix’s ad inventory is now available on Google’s Display & Video 360 (DV360) platform, making it easier for advertisers to place ads and target audiences more effectively.
Here’s a quick rundown of the ad types you can access:
- Private 1:1 Marketplace Deals: You can set up exclusive ad deals directly with Netflix through DV360 and other platforms. This option gives you a more personalized approach to ad placements.
- Programmatic Guaranteed Options: These options, which will be available in November 2024, will let advertisers secure ad spots in advance, opening up even more possibilities.
- Inventory Packages: Sellers put together collections of non-guaranteed Inventory. These packages are available to all buyers on DV360, and sometimes, sellers offer exclusive access to them.
To explore these ad formats, visit Inventory> Marketplace in your DV360 account. You can browse, discover, and assign these inventory packages to your campaigns there.
In summary, Advertisers now have a range of ad formats to choose from on Netflix through DV360—whether private deals, programmatic options, or inventory packages. Using Google’s advanced tools, this integration offers a fresh way to connect with Netflix’s highly engaged audience.
What are the benefits of using private marketplaces in DV360 for Netflix ads?
Leveraging private marketplaces in DV360 for Netflix ads offers some solid benefits for advertisers. Here’s why it matters:
1. Better Targeting and Flexibility
- Direct Deals: Advertisers can now set up private, one-on-one marketplace deals directly with Netflix. You can tailor your ad placements to fit your marketing goals and audience needs.
- Programmatic Guaranteed Options: Soon, you’ll be able to lock in fixed pricing and guaranteed impressions, just like with traditional media buys. This option helps you manage your budget more confidently, with less guesswork.
2. More Efficiency and Control
- Streamlined Process: Netflix’s ad inventory is now part of DV360, making campaign management easier. Everything happens in one platform, saving you time and reducing the hassle of dealing with multiple booking and finance systems.
- Greater Transparency: Using tools like Campaign Manager 360, you can verify ad impressions and closely monitor your campaign’s performance. You’ll have the data you need to see what’s working and what’s not.
3. Access to a Broader Inventory
- More Choices: DV360 doesn’t just connect you to Netflix. You’ll have access to various inventory sources, including video, audio, and connected TV formats. This variety can boost your campaign’s reach and effectiveness.
4. Data-Driven Insights
- Advanced Tools: Google’s analytics and measurement tools are integrated, giving you powerful insights into your ads’ performance. You can make real-time adjustments to optimize your campaigns and get the best results.
5. Competitive Edge
- Increased Competition: With Netflix entering the programmatic ad space via DV360, the competition for ad space is likely to heat up. This could lead to better pricing and more innovative ad solutions as platforms compete for your attention.
In short, Using private marketplaces in DV360 for Netflix ads offers enhanced targeting, greater efficiency, and powerful measurement tools. It’s a smart move for advertisers looking to fine-tune their digital advertising strategies.
How DV360’s Integration with Netflix Improves Ad Targeting
Integrating Netflix’s ad inventory into DV360 offers powerful benefits for marketers, especially when targeting ads. Here’s how:
Direct Access to Netflix’s Audience
- Private Deals: With DV360, advertisers can set up one-on-one marketplace deals directly with Netflix. This means you can place perfectly tailored ads to your target audience.
- Reaching Engaged Viewers: Netflix has a massive, highly engaged viewer base. This integration gives you new opportunities to get the right consumers at scale.
Advanced Targeting Options
- Sophisticated Targeting: DV360 offers advanced targeting features, allowing you to reach specific demographics, interests, and behaviors on Netflix.
- Google Integration: With Google’s broader GMP tools like Campaign Manager 360 and Google Analytics 360, you can create detailed audience segments. You can even build 1st-party audiences from your website or app in GA360 and then target them through DV360.
Improved Efficiency and Control
- Streamlined Process: Integrating Netflix’s Inventory into DV360 makes the ad-buying process smoother and reduces the workload.
- Better Budget Control: You’ll have more control over your ad spending and access to detailed reports on your campaigns’ performance.
- Programmatic Guaranteed: By November 2024, you’ll also have the option to negotiate fixed pricing and guaranteed impressions, similar to traditional media buys.
Expanded Inventory and Formats
- More Options: DV360 isn’t just about Netflix. You’ll get access to a wider range of inventory sources, boosting your campaign’s reach.
- Variety of Formats: You can buy across multiple formats, including video, audio, rich media, and connected TV.
In Summary: DV360’s integration with Netflix’s ad inventory gives marketers direct access to Netflix’s audience, advanced targeting tools, improved efficiency, and a broader range of inventory options. It’s a major step forward in connected TV advertising, allowing for more precise and effective campaigns.
Conclusion
Integrating Netflix’s ad inventory into Google’s Display & Video 360 platform is a major step forward in online advertising. With more streamlined ad placements and advanced targeting options, this collaboration between two industry leaders offers advertisers unique opportunities to connect with Netflix’s massive user base.
As programmatic guaranteed options roll out in the coming months, we’ll likely see even more innovative solutions that cater to various marketing strategies and budgets. This integration empowers businesses of all sizes to leverage Netflix’s platform to boost brand awareness, engage audiences, and drive growth.
