Netflix expands its ads measurement suite in a bet on outcomes

Netflix is flexing its measurement muscles.  

The global streaming powerhouse announced several upgrades to its ads suite, including an enhanced conversion API, in-DSP measurement within The Trade Desk and Yahoo, and more audience targeting and activation. 

“Each one makes it easier to find the right audiences, measure the results that matter and connect Netflix to outcomes, all within the tools our clients already use,” Netflix’s Vice President of Advertising, Nicolle Pangis, said in a statement. 

Outcomes have been the top buzzword of 2026 for TV networks and streaming services, as marketers seek proof their ads are working, and now Netflix is aiming to show return on investment.  

Netflix cited in the announcement that brand lift studies from Kantar show the streamer leads on all brand-lift metrics — including brand awareness, favorability and consideration intent — compared to advertisers’ total media mix. 

“[Netflix] is really trying to figure out what is their play in this space, because many of the different streaming platforms started off as subscription only, and many of them now give an option for advertiser enablement,” Alvin Bowles, chief client officer at Kantar, told The Current at ANA. “And it’s fantastic to see, because it’s fueling their growth.” 

Now, advertisers can onboard more than 20 lower funnel conversion events into Netflix’s ad suite to separate the exact role ads on Netflix played. This allows brands to test conversion lift, attribution and AB testing, expanding the measurement possibilities available. 

“These results help separate true lift from conversions that would have happened anyway,” Pangis said. 

Netflix is also deepening its measurement offerings with The Trade Desk and Yahoo’s DSP by offering new in-DSP measurement. Soon, The Trade Desk is expected to report reach, frequency and attribution, and Yahoo will measure single publisher attribution across their programmatic buys. 

Starting next month, media buyers will also be able to leverage their first-party audiences with The Trade Desk audiences across ads on Netflix.  

“We want Netflix to be as easy to buy as it is to watch,” Pangis said. “So we’ll keep making it simple to buy, plan and measure, and continue to build alongside our partners.” Netflix released its Q3 earnings report on Tuesday.  

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