Netflix to launch in-house ad technology platform

At Netflix’s 2024 Upfront presentation, Amy Reinhard, Netflix’s President of Advertising, announced that the company will launch an in-house advertising technology platform by the end of 2025.

“Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” she said.

This summer, Netflix will also expand its buying capabilities to include The Trade Desk, Google’s Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.