Netflix has said it has achieved a 150% plus increase in upfront ad sales commitments over 2023, in line with its expectations. Netflix made the announcement off the back of its second year of Upfront negotiations, where broadcasters and streamers pitch their upcoming schedules to the advertising community. Netflix closed partnerships for a number of its upcoming films and series including Squid Game, Wednesday, Outer Banks, Happy Gilmore 2, Ginny & Georgia, and Love is Blind as well as deals around live events including WWE Raw.
For Season 3 of Bridgerton – Netflix’s sixth most popular English-language TV series of all time – it secured multiple international on-screen title sponsors including Pure Leaf, Amazon Audible, Puig, Booking.com, Stella Artois, and Hilton. Bridgerton Season 3 The announcement comes as the streamer announced in May it would be launching its own in-house ad tech platform, which will be tested in Canada in November and launched globally in 2025.
Marketers can now set up private 1:1 marketplace deals directly with Netflix through The Trade Desk, Google’s Display & Video 360, or Xandr. Netflix says it is also working to extend the capabilities across different buy types including a programmatic guarantee in November. Amy Reinhard , president of advertising at Netflix said: “We’ll continue to improve the Netflix ads plan to ensure our members are delighted by the experience while simultaneously creating solutions that deliver results for our m.