Netflix Enhances Ad Measurement Offering

Netflix has launched the Netflix Pixel, which it says will help marketers establish consistent measures of 'more than twenty' lower-funnel business outcomes such as conversions; and give them new options for segmentation and targeting.

In a blog post this week, the streaming pioneer announced the enhancement to its Conversion API (CAPI), a part of the Netflix Ads Suite, promising them the ability to test its first-party measurement solutions, including conversion lift, attribution and A/B testing; and to enhance their targeting and build audience segments based on their conversion data.

The firm also announced that from next month, advertisers can activate any third-party data partner or use their own first-party audiences with The Trade Desk audiences now available across its ads. It will also offer in-DSP measurement for campaigns with The Trade Desk and Yahoo's platform. These two partners will add further new services soon: The Trade Desk is expected to report reach, frequency and attribution, and Yahoo to measure single publisher attribution across their programmatic buys.

VP of Advertising Nicolle Pangis (pictured) says each of the new solutions 'makes it easier to find the right audiences, measure the results that matter and connect Netflix to outcomes, all within the tools our clients already use', and underlines that the new measures will 'help separate true lift from conversions that would have happened anyway.'

At the beginning of this year, Netflix had stated its intention to double ad revenue during 2026, but this month it admitted growth had moved slower than hoped - last quarter year-on-year growth was only 12%. Next year the firm says its ads plan will expand to fifteen new countries, eleven of them in March (the eleven are Austria, Belgium, Colombia, Denmark, Ireland, the Netherlands, Norway, Peru, Poland, Sweden and Switzerland).

Home page: www.netflix.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.