Netflix has laid out plans to bring its ad tech in-house by the end of 2025, doing away with it’s reliance on external partners.

Netflix’s President of Advertising, Amy Reinhard, made the announcement at the streaming giants 2024 Upfronts event on Wednesday.

“Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” she said.

In the coming months, the company is also set to expand its buying capabilities to include The Trade Desk, Google’s Display & Video 360, and Magnite who will join Microsoft as the main programmatic partners for advertisers.

“We’re being incredibly strategic about how we present ads because we want our members to have a phenomenal experience. We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members and better for brands,” said Reinhard.

Netflix also unveiled a new range of measurement partners, including Affinity Solutions, DoubleVerify, EDO Inc, Integral Ad Science, iSpotTV, Kantar, Lucid, NCSolutions, Nielsen and TVision.

Per Reinhard, Netflix’s ad supported plan now has 40 million global monthly active users, a significant increase from 5 million a year ago. Over 40% of all signups in the ad countries now come from the ad plan.

At the event, Netflix’s Chief Content Officer, Bela Bajaria, emphasised the high engagement of Netflix’s audience, with over 70% of Netflix’s ad-supported members watching for more than 10 hours a month. “Our audiences are highly engaged — and by engaged I mean that they are choosing to spend their time watching Netflix. That’s important because engagement is the key to success in streaming. When people watch our shows and movies, they get more value from Netflix, they stick around longer, and they’re more likely to recommend us to their friends. And this matters to all of you because you want to be where the audiences are, too”.