Amazon Ads and Netflix have partnered to provide advertisers direct access to Netflix’s premium ad inventory via Amazon DSP. Beginning in Q4, marketers using Amazon DSP in the U.S., UK, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany and Australia, will be able to purchase programmatic ad inventory from Netflix using the e-retailer’s demand-side platform. In June, Amazon and Disney did a similar deal and Netflix partnered with Yahoo DSP. Netflix has expanded outreach to Madison Avenue through its own internal ad-tech platform, now in 12 markets, including South Korea in addition to those mentioned above.

“Such alliances may help as Madison Avenue grapples with a glut of broadband-TV inventory on the market, much of the supply growing due to the entrance of both Amazon and Netflix into ad-supported streaming,” Variety writes.

Netflix entered the advertising space in late 2022 while Amazon Prime Video added commercials last year. “The two companies held competing upfront presentations, where broadcasters lock in major ad-spending commitments with brands and agencies, in the spring,” Variety reports, noting the saturated market has turned competitors into collaborators as companies seek to bolster inventory and expand reach.

“Amazon wields a more mature adtech stack than comparative newcomer Netflix — one powered by troves of shopper data that are increasingly valuable for ad targeting and measurement,” Variety points out, noting that “streaming and connected TV are experiencing a broader convergence with retail media, which has become one of the fastest-growing categories in digital.”

“By integrating Amazon DSP and enabling even more advanced capabilities together over time, we’re making it easier than ever to connect with Netflix’s global engaged audience,” Netflix President of Advertising Amy Reinhard said in an announcement.

Marketing Dive called the partnership “another sign of the e-commerce giant’s dominant adtech stature” and said it “could welcome an influx of ad spending to Netflix while expanding the streamer’s advertiser base as it chases scale.”

Netflix’s DSP reach includes Google Display & Video 360 and The Trade Desk, and the company is also working with Magnite, Experian and Acxiom, Marketing Dive reports.