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Netflix’s ad tier just got an upgrade.
Top line
When Netflix first launched its ad-supported tier at the end of 2022, it said capabilities from DoubleVerify and Integral Ad Science would arrive in the first quarter of this year. Now, the streamer has delivered on that promise.
Between the lines
The companies initially partnered with Netflix at launch to help the streaming service verify the viewability and traffic validity of its ads as the service waded into ad-supported content for the first time.
With the latest integrations, the software platform’s measurement solutions work to protect from ad fraud, including hijacked devices and bot manipulation.
DoubleVerify, IAS and Netflix also enabled the companies’ viewability measurement tools, which provides viewability authentication, giving clarity if an ad has the opportunity to be seen.
“Netflix is one of the world’s largest streaming services, and we are excited that our industry-leading solutions are now widely available for their advertisers,” Mark Zagorski, CEO of DoubleVerify, said in a statement. “Our partnership ensures that campaigns on Netflix fulfill essential quality standards that drive optimal outcomes.”
Zagorski noted that, in addition to the Netflix partnership, DoubleVerify is committed to delivering accredited and independent quality measurement products and will look to expand its coverage across CTV platforms.
IAS’ tech also offers third-party verification with consistent measurement across media buys.
“Marketers now have powerful new tools to ensure that the ads they run on Netflix are engaging viewers,” said Lisa Utzschneider, CEO, IAS, in a statement. “By launching this partnership, advertisers can invest with confidence as they look to expand their media strategies to Netflix’s premium inventory.”
Bottom line
Netflix rolled out Basic with Ads in the U.S. Nov. 3, launching with “hundreds” of advertisers on board, according to ad sales chief Jeremi Gorman.
The company brought on several partners at its ad tier launch, including Integral Ad Science and DoubleVerify for fraud protection. In addition, the streaming service also plans to roll out brand safety and suitability tools later in 2023.