# Netflix's Amazon and Yahoo Targeting Layers Go Live for May 14
> Announced in March, switched on this quarter — the targeting plumbing Netflix's ad stack lacked arrives in time for May 14.
- Publication: The State of Streaming
- Section: Advertising & Ad Tech
- Published: 2026-05-03T00:00:00.000Z
- Byline: The State of Streaming Staff
- Canonical URL: https://thestateofstreaming.com/advertising-adtech/2026/05/netflix-amazon-yahoo-q2-targeting-upfronts/
- Read time: 2 min
## Summary
Netflix's Q2 2026 turn-on of Amazon Audiences targeting, Yahoo DSP deterministic signals, and a proprietary Conversion API gives buyers operative third-party data layers on Netflix inventory ahead of the May 14 upfront.

## Key facts

- Netflix announced Amazon Audiences targeting via Amazon DSP, deterministic Yahoo DSP audiences, and a proprietary Conversion API on March 4, 2026, with Q2 2026 as the U.S. turn-on window.
- Yahoo's audience graph for Netflix deals is built on what Yahoo describes as 213 million authenticated U.S. users across Search, Finance, Sports, and Mail.
- Netflix's Conversion API pilot with Tinuiti, run across financial services, ed-tech, and retail clients, outperformed attribution benchmarks by more than 75 percent per Netflix's announcement, with no methodology disclosed.
- Upfront week opens May 11 with NBCUniversal and Amazon, followed by Disney May 12, YouTube Brandcast May 13, and Netflix May 14.


## Why it matters

The targeting layer is the gate between Netflix's programmatic share crossing 50 percent of non-live ads and the [$3 billion 2026 ad-revenue target](/platforms/2026/04/netflix-q1-2026-buyback-ad-tier/) Co-CEO Greg Peters reaffirmed on the Q1 call. Buyers walking into Reinhard's May 14 pitch can negotiate against operative Amazon and Yahoo data layers, not promised ones.


## What to watch

- [Netflix's May 14 upfront](https://about.netflix.com/en/news/netflix-ads-suite-expands-capabilities) for whether holdcos extract rate concessions or Netflix wins a premium for the new deterministic data.
- Whether the Tinuiti pilot's 75 percent benchmark figure holds across larger advertiser cohorts once Q2 turns on.
- International rollout sequencing beyond the U.S., described in Netflix's release only as 'later in 2026.'
- Whether Microsoft's residual programmatic role narrows further as Amazon and Yahoo move into the targeting layer.

## Article
Netflix (NASDAQ: NFLX) in March moved its ad stack onto Amazon Audiences and Yahoo DSP for a Q2 turn-on. This week, the upfront sequence tests it. The audience-targeting layers and a proprietary Conversion API that Netflix [announced March 4](https://about.netflix.com/en/news/netflix-ads-suite-expands-capabilities) go live for U.S. buyers this quarter, landing in the same window as NBCUniversal's and Amazon's (NASDAQ: AMZN) [May 11 upfronts](https://deadline.com/2025/10/nbcuniversal-confirms-radio-city-may-2026-upfront-advertisers-1236573586/), Disney's [May 12](https://www.thewrap.com/disney-2026-upfront-date-time-location/), [YouTube Brandcast on May 13](https://blog.google/products-and-platforms/products/youtube/youtube-brandcast-2026-lineup/), and Netflix's own pitch on May 14.

Advertisers buying Netflix inventory through Amazon DSP can apply Amazon Audiences built from Amazon's shopping, streaming, and browsing signals; advertisers buying through [Yahoo DSP](https://www.yahooinc.com/blog/netflix-supply-in-yahoo-dsp-the-next-evolution-of-our-strategic-partnership) can layer deterministic interest, behavioral, purchase, and life-stage segments drawn from what Yahoo describes as 213 million authenticated U.S. users across Search, Finance, Sports, and Mail. Netflix's Conversion API rolls out alongside, giving advertisers a server-to-server path to pass conversion data back into Netflix Ads Suite for attribution. A Tinuiti pilot across financial services, ed-tech, and retail clients beat attribution benchmarks by more than 75 percent, per Netflix's release. The figure carries no disclosed methodology, sample size, or control group.

Sarah Iooss, Amazon Ads' director of agency partnerships and Twitch, [told AdExchanger](https://www.adexchanger.com/marketers/amazon-audiences-are-coming-to-netflix/) the pitch is the outcome story buyers have been pressing for: "Creative is at the heart of good advertising, but then we want to see an outcome."

The targeting layer is the operational follow-through to the capital story we covered with [Netflix's Q1 print and $25 billion buyback](/platforms/2026/04/netflix-q1-2026-buyback-ad-tier/), and the buy-side mirror to [Amazon's identity-stack consolidation](/advertising-adtech/2026/04/amazon-identity-stack-consolidation/) ahead of NewFronts. Netflix supply has been available in Amazon DSP since Q4 2025 and in Yahoo DSP since October 2025; the March announcement added the audience-targeting layer on top. Co-CEO Greg Peters told analysts on the [April 16 Q1 call](https://www.fool.com/earnings/call-transcripts/2026/04/16/netflix-nflx-q1-2026-earnings-call-transcript/) programmatic was on track to exceed 50 percent of non-live ad inventory and reaffirmed the $3 billion 2026 ad-revenue target.

Amy Reinhard, [Netflix's president of advertising since October 2023](https://variety.com/2023/digital/news/netflix-advertising-jeremi-gorman-amy-reinhard-1235743517/), walks into May 14 pitching an ad stack with the Amazon and Yahoo data layers operative for the buys being negotiated, not promised for later.

## Entities

- Companies: Netflix, Amazon.com, Inc., Yahoo, Tinuiti
- People: Amy Reinhard, Greg Peters, Sarah Iooss
- Products: Netflix Ads Suite, Amazon DSP, Yahoo DSP, Amazon Audiences


## Tags

- upfronts-2026
- ctv-advertising
- identity
- programmatic
- netflix-ads


## Sourced claims

- Netflix announced an expansion of its Ads Suite on March 4, 2026, adding Amazon Audiences targeting via Amazon DSP, deterministic audiences via Yahoo DSP, and a proprietary Conversion API. — Netflix Newsroom: https://about.netflix.com/en/news/netflix-ads-suite-expands-capabilities
- Amazon Audiences and Yahoo DSP audience layers go live on Netflix inventory in the U.S. in Q2 2026, with international rollout planned for later in 2026. — Netflix Newsroom: https://about.netflix.com/en/news/netflix-ads-suite-expands-capabilities
- Amazon Audiences are built from Amazon's shopping, streaming, and browsing signals. — Netflix Newsroom: https://about.netflix.com/en/news/netflix-ads-suite-expands-capabilities
- Yahoo DSP deterministic audiences applied to Netflix deals are powered by Yahoo's interest, behavioral, purchase, and life-stage signals. — Netflix Newsroom: https://about.netflix.com/en/news/netflix-ads-suite-expands-capabilities
- Netflix piloted the Conversion API with Tinuiti across financial services, ed-tech, and retail clients; campaigns outperformed attribution benchmarks by more than 75 percent in the pilot. — Netflix Newsroom: https://about.netflix.com/en/news/netflix-ads-suite-expands-capabilities
- Netflix supply first became available in Yahoo DSP in October 2025; the March 2026 announcement adds the deterministic audience-targeting layer. — Yahoo Inc.: https://www.yahooinc.com/blog/netflix-supply-in-yahoo-dsp-the-next-evolution-of-our-strategic-partnership
- Yahoo cites 213 million authenticated U.S. users across its properties as the audience-graph foundation for Yahoo DSP. — Yahoo Inc.: https://www.yahooinc.com/blog/netflix-supply-in-yahoo-dsp-the-next-evolution-of-our-strategic-partnership
- Netflix supply first became available to advertisers in Amazon DSP in Q4 2025. — Amazon Ads: https://advertising.amazon.com/library/news/amazon-ads-netflix-programmatic-buying
- Sarah Iooss, Amazon Ads' Director of Agency Partnerships and Twitch, framed the partnership pitch around outcomes, telling AdExchanger: 'Creative is at the heart of good advertising, but then we want to see an outcome.' — AdExchanger: https://www.adexchanger.com/marketers/amazon-audiences-are-coming-to-netflix/
- On the April 16, 2026, Q1 call, Co-CEO Greg Peters said programmatic was on track to exceed 50 percent of non-live ad inventory and reaffirmed the $3 billion 2026 ad-revenue target. — Q1 2026 earnings call transcript: https://www.fool.com/earnings/call-transcripts/2026/04/16/netflix-nflx-q1-2026-earnings-call-transcript/
- Amy Reinhard has served as Netflix's President of Advertising since October 2023. — Variety: https://variety.com/2023/digital/news/netflix-advertising-jeremi-gorman-amy-reinhard-1235743517/
- NBCUniversal and Amazon hold their 2026 upfronts Monday, May 11. — Deadline: https://deadline.com/2025/10/nbcuniversal-confirms-radio-city-may-2026-upfront-advertisers-1236573586/
- Disney's 2026 upfront is Tuesday, May 12 at the North Javits Center. — TheWrap: https://www.thewrap.com/disney-2026-upfront-date-time-location/
- YouTube Brandcast 2026 is Wednesday, May 13 at Lincoln Center. — Google Blog: https://blog.google/products-and-platforms/products/youtube/youtube-brandcast-2026-lineup/

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