Netflix
Netflix is unlocking new targeting and measurement capabilities for advertisers in Kokai, The Trade Desk’s platform.
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+ in July, this is another step towards simpler planning, buying, and activation on Netflix, with in-DSP measurement coming soon.
What this means for advertisers:
Activate with third-party data. Advertisers can activate audiences from our premium data marketplace with more than 4 million segments from over 300 providers across commerce, behavioral, demographic, and geographic data. The result is rich scale and relevance when reaching a buyer’s ideal audience on Netflix inventory.
Add your own audiences. Advertisers can onboard first-party audiences to enable granular targeting against existing customer and owned and operated data.
The result: Advertisers can choose how they onboard and create audiences, from first-party data to our marketplace of third-party segments, to reach the people who matter most to their brand on Netflix. That means more ways to find the right audiences, carry omnichannel targeting strategies into Netflix buys, and measure the impact.