News Roundup - March 2026

Netflix is significantly enhancing its advertising capabilities by integrating first-party audience data from Amazon and Yahoo into its ad-supported tier. Starting in the second quarter of 2026, U.S. advertisers using Amazon’s demand-side platform (DSP) will be able to leverage “Amazon Audiences”—a massive data set derived from trillions of shopping, browsing, and streaming signals—to target Netflix viewers based on their specific purchase intent and lifestyle interests. Similarly, the partnership with Yahoo allows advertisers to use “deterministic” audience segments built from Yahoo’s global behavioral and life-stage data, providing more precision for brands trying to reach specific demographics.

Beyond these data partnerships, Netflix is also launching its own “Conversion API” and a new planning tool to help marketers better track campaign performance and forecast reach in real time. Early testing of these features with the agency Tinuiti showed that campaigns in sectors like retail and financial services outperformed industry benchmarks by more than 75%. These updates arrive just before the critical TV “upfronts” season and signal Netflix’s aggressive push to transition from a basic ad offering to a sophisticated, data-driven platform capable of competing with established digital advertising giants. The company aims to nearly double its ad revenue to $3 billion in 2026 as its ad-supported audience continues to scale globally.

VIOOH has announced a strategic partnership with OUTFRONT, one of the largest media companies in the United States, to significantly expand programmatic access to digital out-of-home (DOOH) inventory. This collaboration integrates over 7,600 of OUTFRONT’s digital screens into the VIOOH supply-side platform, representing approximately 25 percent of the U.S. DOOH market and generating more than 18 billion monthly impressions. The inventory includes a diverse mix of high-impact roadside billboards, transit stations, and urban street furniture across more than 50 major cities, including New York, Los Angeles, and Chicago.

By combining VIOOH’s global programmatic technology with OUTFRONT’s premium inventory, the partnership aims to provide media buyers with unprecedented scale and flexibility for their campaigns. Advertisers will benefit from enhanced precision targeting and the ability to reach consumers throughout their daily routines, from commutes to leisure activities. Leadership from both companies noted that the move is a major step forward in making high-quality U.S. screens more accessible to global buyers and improving the overall efficiency of DOOH campaign activation.

Investment in programmatic digital out-of-home (pDOOH) advertising in the UK is projected to grow by 41% over the next 18 months, according to new research from VIOOH. This surge indicates that pDOOH is moving from an experimental niche into a mainstream component of omnichannel media planning, with 92% of UK marketers now including it in their broader digital and programmatic strategies. The growth is largely being fueled by a reallocation of budgets, as 96% of marketers planning to increase their pDOOH spend expect to pull funds from other digital channels.

Marketers are increasingly viewing the medium as a versatile tool capable of delivering both brand awareness and performance-based results, with a majority of respondents linking it to increased sales. The report also highlights a growing integration with other digital formats, particularly social media, which is the most common channel paired with pDOOH for both brand and performance campaigns. Looking ahead, the industry is expected to focus on more intelligent, data-driven activations, including dynamic creative optimization and curated marketplaces to improve efficiency and transparency across the supply chain.