Shares of The Trade Desk (NASDAQ:TTD) fell 7% after news emerged that Amazon Ads (NASDAQ:AMZN) and Netflix (NASDAQ:NFLX) are partnering to offer advertisers access to Netflix’s premium ad inventory via Amazon’s demand-side platform (DSP).
The collaboration, announced today, will allow brands to buy Netflix ad space programmatically through Amazon DSP starting in Q4 2025. The service will launch in 11 markets, including the U.S., U.K., Germany, and Japan.
The move introduces a potential competitive challenge for The Trade Desk, which operates one of the largest independent DSPs in the programmatic advertising ecosystem and has marketed itself as an alternative to tech giants such as Google and Amazon.
According to the announcement, Amazon DSP will harness its first-party data and AI technology to help advertisers reach Netflix’s global audience more efficiently. Paul Kotas, Senior Vice President of Amazon Ads, stated that the partnership seeks to “remove the guesswork for advertisers by making it simple to manage all of their TV planning and buying with Amazon Ads.”
Amy Reinhard, President of Advertising at Netflix, added that the integration supports Netflix’s goal of giving advertisers “greater flexibility in their buys to achieve their marketing goals.”
Investors reacted cautiously, concerned that the deal could shift advertising spend away from other platforms like The Trade Desk, as major brands may centralize more of their programmatic budgets within Amazon’s ecosystem.
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