Amazon and Netflix have set an advertising partnership, allowing marketers to use Amazon’s demand-side platform to access Netflix inventory.

The pact is along the lines of a major team-up between Amazon and Disney announced last June, and it highlights the shift of ad dollars from traditional linear TV to streaming.

The new offering will be available starting in the fourth quarter of this year in the U.S., UK, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia.

Amazon says its DSP gives customers more choice and flexibility by leveraging first-party data and a suite of technology solutions designed to increase efficiency. AI tools help match ads to audiences in an automated process that streamlines campaign planning, buying, and measurement.

In recent year

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