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 go live for U.S. buyers this quarter, landing in the same window as NBCUniversal’s and Amazon’s (NASDAQ: AMZN) May 11 upfronts, Disney’s May 12, YouTube Brandcast on May 13, 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 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 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, and the buy-side mirror to Amazon’s 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 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, 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.
