Developing
The "4 million segments from over 300 providers" describes The Trade Desk's whole marketplace, not what is usable on Netflix.
In 60 seconds
- From November 2026 advertisers buying Netflix through Kokai can target audiences with third-party data or their own first-party lists.
- Netflix built a new Netflix Pixel and expanded its Conversion API to more than 20 lower-funnel conversion events.
- Single publisher attribution is live in Yahoo DSP; The Trade Desk's in-DSP measurement is "coming soon" with no date.
- Netflix named 11 countries for its ad plan in March 2027; its shareholder letter adds New Zealand.
Impact Layer
- What changed
- Netflix is opening data targeting and conversion measurement to outside buying platforms.
- Why it matters
- Advertisers have asked for the same audience and outcome tools on Netflix that they use elsewhere on CTV.
- Who is affected
- CTV buyers, agencies and measurement teams.
- Martech stack area
- Advertising, Data
- Stack impact
- Ask your DSP which data categories are allowed on Netflix, what data fees apply and how the Pixel handles consent.
- Business impact
- Moderate Based on PPC Land's reading of Netflix's and The Trade Desk's posts. The exact start date, excluded data categories, fees and Pixel availability by country are not stated; the Kantar and delivery-app results have no method.
- Related technologies
- Related vendors
- What to watch
- The November start, a date for in-DSP measurement and the March 2027 launch.
Netflix and The Trade Desk announced changes on October 20, 2026, according to PPC Land. The Kokai targeting change starts in November 2026.
What was announced
- Advertisers buying Netflix through Kokai can target audiences with third-party data or their own first-party lists. The Trade Desk says its marketplace has “more than 4 million segments from over 300 providers”, which describes the whole marketplace, not the share usable on Netflix.
- Netflix built a new Netflix Pixel and expanded its Conversion API to more than 20 lower-funnel conversion events.
- Single publisher attribution is live in Yahoo DSP. The Trade Desk’s in-DSP measurement is “coming soon”, with no date.
- Netflix named 11 countries for its ad plan in March 2027: Austria, Belgium, Colombia, Denmark, Ireland, the Netherlands, Norway, Peru, Poland, Sweden and Switzerland.
A discrepancy
The shareholder letter places New Zealand in the March 2027 group, making 12 countries; the ads post omits it.
Not stated
The exact November start date, excluded data categories, data fees, the full list of conversion events, consent handling in the Pixel, revenue terms, and methods behind the Kantar and delivery-app results (+2.7% signups, +2.9% new trials for an unnamed brand).
Our read
This brings Netflix closer to the rest of programmatic CTV. Ask for data fees and consent terms before you plan spend.
Sources
- PPC Land: Trade Desk buyers gain 4 million data segments for Netflix ads in November (opens in a new tab)
Source for the announcement, the Pixel and Conversion API, quotes and omissions.