Netflix Inc.

Netflix Inc. has evolved from a pure-play streaming entertainment service into a significant player in the digital advertising technology ecosystem. With the launch of its ad-supported subscription tier in late 2022, Netflix entered the programmatic advertising space, leveraging its massive global subscriber base of over 230 million users and premium content library. The company's advertising platform provides brands and agencies with unprecedented access to highly engaged audiences across original series, films, and licensed content, combining Netflix's sophisticated viewer data with advanced targeting capabilities. Netflix's advertising business is built on a foundation of first-party data, enabling precise audience segmentation based on viewing behaviors, content preferences, and engagement patterns. The company has developed a comprehensive demand-side platform (DSP) that allows advertisers to plan, execute, and measure campaigns within the Netflix ecosystem. Strategic acquisitions, including dynamic ad insertion technology, and partnerships with major measurement providers and ad tech vendors have accelerated Netflix's capabilities in this space. As traditional linear TV viewership continues to decline, Netflix's ad-supported tier represents a paradigm shift in how premium video advertising is bought and sold, positioning the company to capture significant market share from traditional television advertising budgets estimated at over $60 billion annually in the U.S. alone.