Blog / Insights
At Yahoo DSP, our goal is to provide marketers with a single, powerful entry point to the entire digital landscape. In October 2025, Netflix supply became available directly within Yahoo DSP, completing our lineup of premium CTV supply. As the streaming world evolves, so does the need for advertisers to reach audiences in more data-driven and efficient ways. That’s why, following a successful launch, we are thrilled to announce that Yahoo DSP now offers deterministic interest and behavioral audience segments for targeting on Netflix inventory, starting first in the US. This unlocks a new level of precision in reaching audiences across one of the most sought-after streaming platforms.
Premium supply meets powerful data
As advertising becomes more audience-driven and context-focused, the ability to reach viewers with greater precision has never been more important. With the evolution of our partnership with Netflix, advertisers can now activate hundreds of diverse Yahoo DSP audiences, powered by more than 213M authenticated US users.¹ These audiences are powered by interest, behavioral, purchase, and life stage signals from Yahoo properties across Search, Finance, Sports, and more, unlocking a new targeting opportunity on Netflix inventory.
Through this integration, you can reach audiences based on, for example, their interests in travel, types of sports, food, and hobbies. This richer segmentation will enable a more well-rounded, privacy-centric view of audiences, ensuring genuine interest in a brand. As a result, every exposure will become more impactful, supporting both brand-building storytelling and direct-response objectives.
Premium Supply, All in One Place
With the addition of Netflix Ads, advertisers gain access to premium inventory powered by years of audience insights and reaching over 190 million Netflix Monthly Active Viewers (MAVs) globally.² This positions Yahoo DSP as a top destination for premium CTV advertising
Advertisers can extend their reach to deeply engaged audiences across Netflix’s expansive catalog of series and films, while also connecting with viewers through our robust network of publisher partners spanning CTV, display, and audio. With Yahoo DSP, Netflix campaigns become part of a broader, fully integrated omnichannel strategy.
Efficient Buying Across Premium Supply
Consolidating access is only half the battle; efficiency is what drives results. Our direct integration with Netflix provides advertisers with the agility of Private Marketplace (PMP) deal structures. This move away from static, fixed allocations gives marketers the power to experiment with different genres, adjust spending in real time, and transparently manage campaign reporting. This direct-to-publisher access, combined with privacy-centric solutions for frequency management, ensures less wasted spend and more meaningful, impactful impressions.
We’re excited to see how advertisers leverage these new capabilities within the Yahoo DSP to connect with audiences and drive results as streaming takes its next leap forward.
Sources:
- Yahoo Internal Data, Q1 2026, US
- Netflix Internal Data, Nov 2025, Global
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About Chandra Cirulnick
As the Vice President of Global Supply Partnerships at Yahoo, Chandra is responsible for forging connections between Yahoo DSP advertisers and programmatic media owners. Her team handles business development and partnership with premium publishers through their preferred exchanges and through Yahoo Backstage, the direct-to-publisher supply path in Yahoo DSP, partnership and integration management with exchanges, supply curation and merchandising, and supply-side distribution of Yahoo Identity Solutions. Chandra has held a number of roles across programmatic supply and demand since joining Yahoo in 2015 (then known as AOL) and previously spent several years in digital advertising sales at Microsoft Advertising.
