Netflix has partnered with Amazon Ads to make its premium streaming inventory accessible through Amazon’s Demand-Side Platform (DSP) in Canada, launching in Q4 2025. This integration allows Canadian marketers to incorporate Netflix into multi-platform strategies for the first time, unifying insights and planning tools across Amazon properties and Netflix’s engaged streaming audience.
‘This brings ease to managing TV planning and buying,’ said Paul Kotas of Amazon Ads, while Amy Reinhard of Netflix emphasized the flexibility this provides in achieving marketing goals. The collaboration positions Canada among ten global markets gaining access to this premium ad space.
Convergence of CTV and Digital Marketing
The partnership addresses rising demand for converged TV buying, which merges the extensive reach of connected TV with precise digital measurements. This marks a notable shift in a currently fragmented advertising space, redefining how advertisers execute strategic media planning in Canada.
With Netflix’s vast content library now accessible through Amazon DSP’s AI-driven campaigns, marketers can target streaming audiences with sophisticated programmatic strategies. The integration allows advertisers to leverage Amazon’s robust first-party data alongside Netflix’s subscriber insights for enhanced demographic targeting.
Competitive Landscape Shifts
This collaboration creates new opportunities for advertisers while intensifying competition in the streaming ad market. Platforms without Netflix access will need to seek alternative strategies as advertisers gain unprecedented access to premium streaming audiences through a single platform.
The partnership provides advertisers with detailed performance metrics, enabling more rigorous campaign analyses and ensuring higher returns on investment. By combining Amazon’s data capabilities with Netflix’s engaged viewership, brands can deliver customized content based on viewer preferences.
Strategic Planning Requirements
Advertisers must prepare for heightened market competition by fine-tuning marketing messages to leverage the programmatic advantages of this Netflix-Amazon partnership. The integration demands alignment with converged TV trends, utilizing Amazon DSP’s AI capabilities for precise targeting across CTV and digital channels.
The collaboration enables more personalized audience engagements through combined Amazon and Netflix data, positioning marketers to capitalize on streaming’s continued growth in the Canadian market.
This strategic alliance heralds a new era in Canadian advertising, with broader implications for the global advertising landscape as streaming platforms increasingly integrate with programmatic buying solutions.
