Netflix aims to strengthen its advertising business and has announced that it will launch its own ad tech platform by the end of 2025. This platform will provide advertisers with new ways to offer their services and measure the impact of their campaigns.

The technology company has organized this Wednesday the second presentation of its Upfront event for advertisers. It suggests that advertisers who choose Netflix to offer their services can "reach the most engaged audience in the world," which currently reaches 270 million subscribers.

Netflix has a plan that displays advertising, which it implemented in 2022. In Spain, it is available for €5.49 per month and, in addition to embedding advertising during playback, it suppresses some of the most watched titles in its catalog. However, it plays them in Full HD quality and supports two devices.

This standard subscription model with ads now registers 40 million monthly active users worldwide, compared to five million a year ago, as explained by Amy Reinhard, president of Netflix Advertising, stressing that more than 40% of users in countries where the plan with advertising is present are subscribed precisely to this mode, which introduces ads both at the beginning and during the playback of series and movies.

Netflix bet on marketing 

With all this, Netflix has announced the launch of the aforementioned internal advertising technology platform, which will arrive by the end of 2025 and will give advertisers "new ways to buy, new knowledge, and ways to measure the impact" of their campaigns. In this way, Netflix will be able to create targeted and personalized ad experiences, as TechCrunch is nuanced.

"Bringing our ad technology in-house will allow us to drive the ad plan with the same level of excellence that has made Netflix the leader in streaming technology today," the executive said.

Reinhard also emphasized that this development comes after "in-depth consumer research and is designed to make Netflix even better for customers." "We are being incredibly strategic about how we present ads because we want our members to have a phenomenal experience," Reinhard emphasized.

Similarly, he has announced that this summer, Netflix will expand its buying capabilities to include The Trade Desk, Google's Display & Video 360 and Magnite, which will join Microsoft as the leading programmatic partners for advertisers.

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Netflix says the company does not fear the arrival of Apple TV Plus and Disney Plus. According to them, the "transition from linear to delayed viewing" is huge and all parties benefit from it. The company has stated this during the presentation of its quarterly figures.

The fact that Netflix is starting to earn less and less from its customers, approximately 2%, is due to unfavourable currency differences. The number of paying customers is continuing to increase. In the first quarter of 2019, an additional 9.6 million customers subscribed. Of these customers, 7.8 million are located outside the US. Netflix expects a decreasing growth for the second quarter, approximately 5 million customers.

The streaming company converted 4.5 billion dollars in the first quarter. Its net profit is valued at an amount of 344 million. Netflix is ​​expecting more revenue for the second quarter, but a slightly lower profit. Netflix also confirms an upcoming price increase in "some parts of Europe". According to the company, price increases in the US have not had a major negative effect.

Netflix vs Disney

Last Monday, it was announced that rival Hulu bought AT&T’s interest of 1.4 billion dollars back that it had in the company. Hulu is a joint venture of Disney and American telecommunications giant Comcast. Only WarnerMedia is still a shareholder as of this moment. Disney has great ambitions in the field of video services. The company is going to launch Disney Plus in the US in November. There are plans to roll out the Hulu platform outside of the US as well.

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