Netflix is expanding its integration with The Trade Desk in order to unlock new targeting and measurement capabilities for advertisers in Kokai, a programmatic advertising and media-buying platform launched by The Trade Desk .
Starting in November, advertisers can use both first- and third-party data to target audiences on Netflix through Kokai.
Building on Netflix joining Sellers and Publishers 500+, a globally scaled inventory marketplace to reach audiences across the open internet, in July, the brand and platform considers this another step towards simpler planning, buying, and activation, with in-DSP measurement coming soon.
Advertisers can activate audiences from premium data marketplace with more than 4 million segments from more than 300 providers across commerce, behavioral, demographic and geographic data.
The result is scale and relevance when reaching a buyer’s ideal audience on Netflix inventory.
Advertisers can also onboard first-party audiences to enable granular targeting against existing customer and owned and operated data.
Advertisers can choose how they onboard and create audiences, from first-party data to a marketplace of third-party segments, to reach the people who matter most to their brand on Netflix.
This means more ways to find the right audiences, carry omni-channel targeting strategies into Netflix buys, and measure the impact.