Fresh Conversion Tools Land
Netflix has added a new Pixel and upgraded its Conversion API so advertisers can bring in more than 20 lower-funnel events in a standard format. The changes let brands test conversion lift, attribution and A/B testing using Netflix’s own first-party data. They can also build audience segments from their conversion data to improve targeting on the platform.
Programmatic Reach Expands
From next month, advertisers using The Trade Desk can activate third-party or first-party audiences across Netflix ads. Yahoo DSP and Amazon Ads Agent already support similar targeting. New in-DSP measurement is rolling out too, giving Yahoo DSP users single-publisher attribution and The Trade Desk users reach, frequency and attribution data soon.
Results and Next Steps
Kantar studies show Netflix outperforming the rest of advertisers’ media mixes on brand awareness, favourability and consideration. One delivery app saw a 2.7% lift in signups and 2.9% lift in new trials when using Netflix’s Conversion Lift tool. Next year the ad-supported plan will launch in 15 more countries, with Austria, Belgium, Colombia, Denmark, Ireland, the Netherlands, Norway, Peru, Poland, Sweden and Switzerland arriving in March 2027.
Why UK Viewers Should Care
Better measurement and audience tools could mean more relevant ads for people on Netflix’s cheaper tier. We track these platform shifts closely because they shape the viewing experience for millions of UK households. Check our TV section for the latest on how streaming services are changing.
