Netflix has unveiled significant expansions to its Netflix Ads Suite, introducing advanced capabilities designed to enhance advertiser experiences. The company announced these updates to provide more control, better measurement, and innovative creative options for brands targeting its massive audience.

The suite now features in-house ad tech that allows seamless management of buys, creatives, and measurement in one platform. Advertisers gain enhanced data capabilities, including the ability to incorporate first-party data via LiveRamp or directly with Netflix for precise targeting and behavioral insights, a media statement from the streamer said earlier this week.

New measurement tools include Nielsen DAR for deduplicated reach metrics in the US starting Q4, alongside integrations with partners like EDO and TVision. These offer advertisers detailed views into unique audience reach by age and gender, plus attention and response metrics.

Creative innovations enable brands to connect during peak cultural moments with sponsorships tied to top Netflix content. Frequency caps and low ad loads—four to five minutes per hour—ensure smooth integration without disrupting viewer engagement.

Netflix emphasized its ad-supported plan’s rapid growth, now exceeding 94 million global monthly active users. Over 40 percent of signups in available markets choose the ads plan, with strong engagement matching non-ad tiers and high attention levels.

Amy Reinhard, Netflix’s President of Advertising, highlighted the suite’s foundation for faster innovation ahead. With tools like programmatic buying via The Trade Desk, Google DV360 and Magnite, Netflix aims to deliver superior results for members and brands alike.