Core Insights - Amazon's demand-side platform (DSP) will allow advertisers to programmatically purchase premium Netflix inventory, enhancing ad spending on Netflix and expanding its advertiser base [1][2] - The integration of Amazon DSP with Netflix will launch in Q4 across multiple countries, including the U.S., U.K., France, and others, aiming to scale Netflix's advertising efforts [2] - Netflix is actively enhancing its advertising capabilities, including launching an internal ad-tech platform and forming partnerships with various DSPs to navigate the complex advertising landscape [3][6] Group 1 - The partnership between Amazon and Netflix is expected to increase ad spending on Netflix while broadening its advertiser base [2] - Amazon's ad-tech capabilities are more advanced than Netflix's, leveraging extensive shopper data for better ad targeting and measurement [5] - The collaboration aligns with Netflix's strategy to provide greater flexibility for advertisers and connect with its global audience [6] Group 2 - Both companies are competitors in the streaming market, with Netflix entering advertising in late 2022 and Amazon introducing ads on Prime Video the same year [4] - The integration of streaming and connected TV with retail media is becoming a significant trend in the digital advertising space [5] - Netflix is building a diverse partnership network to enhance its advertising expertise, collaborating with firms like The Trade Desk and Google Display & Video 360 [6]