Completing the CTV Picture

The world of Connected TV (CTV) continues to evolve, and with it, the expectations of advertisers looking to reach real audiences in premium environments with precision and measurable results. At Yahoo DSP, we’ve always believed that delivering true CTV performance requires more than just a good plan and pretty packaging - it requires access. Access to the right audience, access to the right supply, and access to measurement that ties it all together.

We recently announced that Yahoo DSP will have access to Netflix inventory, aligning us with what’s available through competitive DSPs and extending our ability to connect advertisers with one of the most premium streaming platforms in the market.

This is not just a box-checking moment. It’s a strategic unlock that gives advertisers even more control, reach, and performance capability across the full funnel.

Premium Supply as a Strategic Advantage

CTV has often been compared to the new prime time, but that doesn’t mean every impression is created equal. There’s a wide range of supply sources across the landscape, from free ad-supported TV (FAST) services to niche channels and global streamers. Advertisers are increasingly looking to prioritize quality over quantity, and Netflix fits at the top of that quality tier.

With its popular shows and movies, engaged audiences, and limited ad load, Netflix offers a brand-safe, high-impact environment that commands attention. Having access to Netflix is a key part of a broader, more intentional strategy. That’s where Yahoo DSP comes in.

We’re focused on giving advertisers the full CTV toolkit: access to premium supply like Netflix, the ability to reach verified audiences, optimization that drives outcomes, and measurement that proves it. Adding Netflix to our supply graph strengthens each of these pillars.

Supply Is Just the Start

While premium supply is essential, it’s only one part of a complete CTV ecosystem. In a fragmented TV world, success depends on how well all the parts fit together.

Here’s how Netflix supply fits into the bigger picture within Yahoo DSP:

• Audience Addressability: Advertisers’ 1st-party data can be matched to Netflix viewers to reach their audience, ensuring the right people see the message, not just the most people.
• Performance Optimization: Whether the goal is awareness, consideration, or conversion, our platform optimizes toward outcomes. Netflix is a high-quality canvas, and our predictive algorithms, powered by tools like Yahoo Blueprint, make sure it's being used to drive the KPIs that matter.

In other words, adding Netflix makes the system stronger. It’s an example of a premium touchpoint inside a performance machine.

Avoiding the New Walled Gardens

There’s been a shift in how advertisers think about CTV buying. Some platforms are building new walled gardens - closed ecosystems where data, optimization, and measurement are limited and locked in. While those environments can offer scale, they often limit flexibility and transparency.

At Yahoo DSP, our approach to CTV is open by design. We believe buyers should be able to plan, activate, and measure their media across screens and suppliers, with the freedom to choose what works best for their brand. Our integration with Netflix reflects that philosophy: a premium partner accessible in a way that aligns with your broader omnichannel strategy.

This also means Netflix supply isn’t siloed - it’s available alongside the rest of your media plan. You don’t have to build a separate playbook, you don’t need a new login, and you certainly don’t have to compromise on performance just to reach a high-quality viewer.

The Power of Choice and Control

The real story here isn’t just that Yahoo DSP now has access to Netflix; it’s why that matters.

Marketers today are under pressure to do more with less. Budgets are scrutinized, performance is expected, and the tolerance for waste is minimal. In CTV, that means making every impression count, and that requires the ability to reach premium audiences with precision, in environments that drive results.

Our job is to give marketers that control, and Netflix is now part of the mix. And because it’s available through Yahoo DSP, advertisers get to decide how to use it: as part of a brand-heavy awareness push, a performance lever within a multi-touch journey, or a strategic layer in a retail media campaign. The point is: it’s in your hands.

Looking Ahead: What Comes Next

The CTV ecosystem continues to mature, and Yahoo DSP has access to 94% of the top 50 CTV publishers’ ad time (even when walled gardens are factored in).¹ Premium publishers are offering curated, ad-supported experiences with better targeting, less frequency, and stronger measurement. The platforms that will win in this next era aren’t just the ones with access, but instead they’re the ones that can stitch supply, data, and outcomes together.

With Netflix now live in Yahoo DSP, we’re reaffirming our commitment to delivering the best of all worlds: top-tier supply, audience intelligence, real-time performance, and end-to-end transparency.

In CTV, it’s not just about what you buy - it’s about what you can do with it.

Let us know how you’re thinking about adding Netflix to your CTV strategy. We’re ready to help you put it to work.

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¹Internal Yahoo data, Q4 2024 based on Comscore, The Score Report, 2024