“Netflix data will only be used to support advertising on Netflix, and will not be used for targeting or profiles elsewhere,” she noted to reporters.Īnd Netflix appears to have a long runway to evolve its offering, with Gorman noting that it is “nearly sold out” of its initial batch of inventory, with hundreds of advertisers signed up so far. At launch, Netflix will allow only targeting that’s based on geography, or programming genre, though Gorman notes that the company will collect age and gender information from users, which may be used later.
And they’re just getting in the game.”Īdvertising requires adapting and responding to the needs of others, and third-party verification is just step one. “The market has become quite habituated and quite familiar with a set of verification and viewability providers and currency providers.
“They are reacting to marketplace dynamics, and what the market is requiring,” Cohen says. Netflix is also using ad tech firms DoubleVerify and Integral Ad Science to track viewability (whether someone has actually viewed an ad) and traffic validity (that the ad metrics aren’t being distorted by bots or scammers). (though the partnerships suggest the company may cut local deals in other markets), but it is a significant leap forward for a company that only a year ago launched a website to see what its top 10 TV shows and movies were.
To be clear, Nielsen will be tracking only Netflix’s ad tier, and only in the U.S. In the U.K., Netflix has signed on for the Broadcasters’ Audience Research Board (BARB), which will provide a similar service. Netflix will be available through Nielsen’s Digital Ad Ratings (DAR) sometime in 2023, and will eventually be reported through the Nielsen ONE platform. Five days later, the company disclosed that it added 2.42 million paid subscribers to top 223 million global subs in its third quarter, forecasting an addition of 4.5 million in Q4.Īs it launches its ad effort in the United States, Netflix will engage Nielsen - long the home for the TV industry’s ad currency - to “enable advertisers to understand how Netflix can reach their target audience,” per Gorman.
“Audience measurement is incredibly important to advertisers,” Netflix’s global president of advertising, Jeremi Gorman, told reporters at a press conference Oct. 13. Netflix Tests Live Programming With Chris Rock Comedy SpecialĪnd nowhere is Netflix’s adoption of the advertising revenue model more apparent than in its willingness to embrace (or at least engage with) third-party measurement and verification companies.
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