Netflix plans to expand its advertising plan to 15 new countries next year as it strengthens its advertising business with new audience targeting, conversion measurement and campaign planning tools. The expansion will include Austria, Belgium, Colombia, Denmark, Ireland, the Netherlands, Norway, Peru, Poland, Sweden and Switzerland, with launches scheduled for March 2027.

The company announced the expansion alongside a series of updates to its Netflix Ads Suite, aimed at helping advertisers reach relevant audiences, measure campaign performance and connect advertising activity to business outcomes.

Netflix is enhancing its Conversion API (CAPI) and introducing a new Netflix Pixel to help advertisers onboard more than 20 lower-funnel conversion events through a standardised process. These capabilities will support first-party measurement solutions, including conversion lift, attribution and A/B testing, while allowing advertisers to build audience segments using their own conversion data.

The streaming platform is also expanding its programmatic advertising capabilities. Following the introduction of proprietary demand-side platform (DSP) audience targeting through Yahoo DSP and Amazon Ads Agent in March, Netflix will enable advertisers to use third-party data partners and their own first-party audiences through The Trade Desk, starting next month.

Netflix said the updates are designed to give advertisers more ways to identify relevant audiences and measure the impact of their campaigns on the platform.

The company also highlighted results from its advertising measurement initiatives. According to recent Kantar cross-publisher brand lift studies cited by Netflix, the platform led across brand lift metrics, including brand awareness, brand favourability and consideration intent, compared with advertisers’ overall media mix.

In another example, Netflix said its first-party Conversion Lift measurement showed that a leading delivery app brand recorded a 2.7 percent increase in sign-ups and a 2.9 percent rise in new trials through its advertising campaigns. The company said the measurement approach helps distinguish incremental conversions driven by advertising from those that would have occurred otherwise.

Netflix is also expanding measurement capabilities within advertising platforms. Advertisers using Yahoo DSP can now measure single-publisher attribution across their programmatic Netflix campaigns. In-DSP measurement through The Trade Desk is expected to follow, covering reach, frequency and attribution.

The latest updates build on Netflix’s efforts to make its advertising business easier to access, plan and measure. With the planned expansion into additional markets in 2027, the company is looking to broaden its advertiser base while providing more tools to evaluate campaign performance and return on investment.