Netflix said on Sept. 18 it took part in global advertising technology company The Trade Desk's (TTD) 'TTD Open Forum: Omnichannel in the AI Era' on Sept. 17 and introduced its data-based advertising strategy and ad technology.
Park Young-sun (박영선), Netflix industry lead, said, "In the past, reach and views mattered, but now we have entered an era where attention has meaning as a metric." She added, "We need to manage attention and reflect it in strategy by using advanced data infrastructure and technology-based partnerships."
Netflix explained it uses viewing data to identify the content genres and viewing time bands that target users mainly watch and uses that for campaign design.
Its ad products include video ads, pause ads and interactive ads. It also offers "single title sponsorship" that connects a specific title with a brand.
It is also expanding programmatic ad buying linked to advertiser-facing platforms (DSP). Advertisers and agencies can adjust budgets and execution channels depending on campaign conditions.
Netflix introduced an ad-supported plan in 12 countries including South Korea in November 2022, and plans to add 15 more countries next year, including Austria, Belgium, Thailand and Switzerland, expanding to a total of 27 countries.
Seulgi Son
sageson@d-today.co.kr