Next in Media · 2026-06-16 · 24 min
The shift from traditional television to connected TV has accelerated rapidly, requiring publishers to offer both massive culture-shifting scale and ultra-precise targeting capabilities. In this deep dive, Netflix Advertising VP Nicolle Pangis pulls back the curtain on how the platform built an independent, proprietary ad server to give global brands the exact mix of automated programmatic buying and high-impact live events they need to drive measurable ROI. Key Highlights Achieving a scale of 250 million global ad-supported subscribers establishes premium streaming networks as direct rivals to traditional broadcast television for top-of-funnel brand equity. ️ Migrating away from third-party tech partners to own the entire proprietary ad server stack is critical for premium publishers wanting to control data assets and accelerate product roadmaps. Capitalizing on a consistent, weekly viewing habit among 80% of an ad-supported base allows brands to maximize creative repetition and long-term brand building rather than just transactional spikes.
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