What’s next:
Regarding the information, it is “still TBD on how valuable” Netflix’s data dump will be, one ad buyer told us on the condition of anonymity. “But we are excited to have any information.”
And more interesting info could be coming in the future, especially as Netflix’s ad tier continues to scale.
In November, Netflix revealed that its ad tier has 15 million monthly active users, but that doesn’t reveal the streamer’s actual ad tier subscriber total, which is a fraction of its 247 million paid memberships.
“The biggest thing that they need to do is just grow,” a second anonymous buyer told Adweek about the streamer’s ad tier. “There’s nothing holding advertisers back from being on Netflix. Everyone would want to be there, except for the fact that it just doesn’t have scale yet.”
Until then, marketers are still watching.
“This is a good start,” Marlow said. “And at the same time, the best is yet to come.”
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