Netflix has introduced a conversion pixel and expanded its Conversion API to accept more than 20 types of conversion events. Advertisers can use that data for measurement and audience targeting.
The October 20 announcement, covering the US and Canada, also sets November as the start of expanded audience access through The Trade Desk.
Conversion data supports lift tests and audience building
The pixel and API let advertisers test Netflix’s first-party attribution, conversion-lift and A/B measurement tools. The same conversion data can also supply audience segments for targeting.
Those reports answer different questions. Attribution assigns advertising credit for a recorded sale or lead; conversion lift estimates the additional outcomes caused by advertising, accounting for purchases that would have happened anyway.
For a campaign judged on sales, compare the reported purchase event with completed orders in your own records. Combining product-page visits and completed purchases into one success measure would obscure which outcome the campaign delivered.
Trade Desk audience targeting starts in November
The Trade Desk confirms that buyers will be able to activate their own customer audiences and third-party data on Netflix through Kokai in November.
Its marketplace includes more than 4 million audience segments from over 300 providers, covering commerce, behavior, demographics and geography.
Reporting availability differs by buying platform. Yahoo DSP buyers can now measure single-publisher attribution across their programmatic Netflix campaigns.
Netflix describes The Trade Desk’s reach, frequency and attribution reporting as coming soon, without a launch date. Buyers planning November campaigns should confirm which reports will be available when audience targeting begins.
Source: Netflix
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