South Africa, March 5 -- Lifestyle indicators

The integration will allow advertisers buying through Amazon DSP to apply Amazon's audience segments when running campaigns on Netflix's ad-supported tier. The segments are built from Amazon's shopping, streaming and browsing signals, enabling brands to target viewers based on products they are researching, buying patterns and broader lifestyle indicators.

The capability will launch in the US in the second quarter of 2026 and is expected to roll out to other markets where Netflix offers advertising later in the year.

For advertisers, the move effectively connects one of the world's largest retail data ecosystems with the growing ad inventory on Netflix, allowing campaigns to reach audiences...