Streaming advertising is changing fast.
For years, platforms like Netflix, Hulu, Disney+, and Peacock were mainly seen as places for big brand awareness campaigns. Brands could reach people watching premium shows and movies, but buying those ads often felt separate from the rest of digital advertising.
Now, that gap is starting to close.
Netflix is the latest proof point in a larger shift: premium streaming platforms are embracing programmatic advertising as a bigger part of their ad infrastructure. In simple terms, programmatic uses technology to help advertisers buy digital ad space efficiently, with better targeting, more control, and stronger measurement.
That matters because streaming is no longer just “TV on the internet.” It is becoming a major digital advertising channel.
Netflix recently shared updates that show how seriously it is taking advertising. The company announced new ad tools, expanded programmatic capabilities, and plans to grow its ad-supported offering into 15 additional countries in 2027. Netflix also said that more than 60% of new sign-ups are choosing its ad-supported plan, giving advertisers a larger audience to reach through Netflix ads.
Netflix is not opening access to every advertiser in the same way a typical website might. Premium streaming platforms still control inventory carefully. But Netflix is clearly building a more advanced advertising system, and programmatic is becoming a larger part of it.
What Programmatic Means in Simple Terms
Programmatic advertising is the automated buying and selling of digital ad placements.
Instead of manually buying ads on each platform, advertisers can use technology to reach specific audiences across multiple digital environments, including display ads, online video, digital audio, mobile apps, native ads, and connected TV.
The main benefit is control.
With programmatic, advertisers can be more intentional about who they reach, how often they reach them, and what happens after someone sees an ad. It also helps brands connect different parts of a campaign.
For example, someone might see a streaming ad on their TV, then later search for the brand, visit the website, or see a retargeting ad on another device. Programmatic helps advertisers build a strategy around that journey.
How Netflix Is Embracing Programmatic
Netflix has been building its ad business quickly, and its latest updates show that the company wants advertising to become more flexible, measurable, and easier for brands to use.
One major signal is Netflix’s expanded programmatic capabilities for formats like Live and Pause Ads. Netflix also shared that programmatic audience targeting will become available across ad-supported countries through select demand-side platform partners, including Amazon DSP and Yahoo DSP.
That matters because it shows Netflix moving beyond basic streaming ads.
Instead of only offering broad placements, Netflix is giving advertisers more ways to use audience data, technology, and automation to reach viewers. That makes the shift toward programmatic so meaningful.
Netflix is not alone. Hulu, Disney+, Peacock, and other streaming services have invested in ad technology and programmatic access. Together, these platforms show where the industry is headed.
Why Streaming Platforms Are Moving This Direction
Streaming giants are leaning into programmatic for a few key reasons.
Advertisers want better measurement. They want to understand who their ads reached, how often people saw them, and whether those ads helped drive website visits, searches, leads, or sales.
Streaming platforms need to grow their ad businesses. As more viewers choose ad-supported plans, platforms need stronger advertiser demand to sustain growth. Programmatic buying makes it easier for advertisers to access inventory and test streaming campaigns.
Brands also want more efficient media buying. Managing each streaming platform separately can be time-consuming. Programmatic helps simplify the process and enables comparison of performance across channels.
What This Means for Brands
The biggest takeaway for brands is that connected TV advertising is becoming a more practical part of a full digital strategy. As more streaming service ads become available through programmatic channels, advertisers have more opportunities to think about how premium video fits into their overall media mix. That does not mean every business should immediately run Netflix ads, since access, cost, audience fit, and campaign goals still matter, but it does mean brands should pay attention to where the market is heading.
A streaming TV ad can introduce the brand, a display can reinforce the message, retargeting can bring interested users back, and search activity can reveal increased demand. When these channels work together, they create a clearer picture of how advertising influences customer behavior across the full journey. This is where platforms like The Trade Desk become important in the broader conversation, helping advertisers manage audiences, control frequency, access high-quality inventory, and evaluate performance across the open internet.
Netflix ads are becoming more advanced, streaming service ads are becoming more measurable, and programmatic is becoming a bigger part of how premium video is bought and sold. Smart advertisers are positioning themselves now by learning how programmatic streaming works before the space becomes even more competitive.
At Above The Fold, we stay closely tuned into emerging marketing trends so brands can understand, test, and capitalize on new programmatic opportunities as they develop.
To start running ads on Netflix or if you’d like info on programmatic advertising, please contact us.