Netflix readies pan-European rollout of its in-house ad tech amid pricing competition

Last week, Netflix unveiled the European rollout of its programmatic beta program involving tie-ups with demand-side platforms Google and The Trade Desk, among others, that will go into effect later this month.

It’s the second leg of a global rollout first unveiled during its last upfront pitch and subsequently launched across the Americas that its leadership was keen to laud the success of on its earnings call earlier this year.

Netflix co-CEO Gregory K. Peters claims ads will be a “priority part of our roadmap for several years,” dubbing 2025 as a transitionary stage of its rollout whereby it will switch gears “from crawl to walk.” 

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