Netflix’s In-House Ad Platform Is Doubling Advertiser Spend

One year after launching NAS, measurement unlocks have rebuilt trust — and opened wallets

Netflix has fundamentally changed the economics of its advertising business. Less than a year after replacing Microsoft’s ad technology with its own in-house platform — Netflix Ads Suite, or NAS — advertiser spending on the streaming service has doubled in some cases, and previously reluctant brands are buying in for the first time. The catalyst, executives across multiple agencies agree, is deceptively simple: for the first time, the measurement actually works.

넷플릭스, 광고 플랫폼 자립 1년 만에 광고주 지출 최대 2배 끌어올려...K콘텐츠에 주는 의미는

넷플릭스, 자체 광고 플랫폼 NAS 출시 1년 만에 정밀 타겟팅·써드파티 측정 통합으로 광고주 지출을 최대 2배까지 끌어올리며 ”측정 가능성”이 스트리밍 광고 수익의 핵심임을 입증. K-FAST 채널과 K-콘텐츠 유통사들에게는 광고 기술 내재화 없이는 글로벌 광고 시장에서 경쟁 자체가 어려워지는 시대가 왔음을 알려

K-EnterTech HubJung Han

The Problem NAS Was Built to Solve

When Netflix launched its ad-supported tier in 2022, the industry was skeptical — and for good reason. The underlying infrastructure was borrowed. Netflix relied on Microsoft’s ad technology to route buys through demand-side platforms, but what it offered bore little resemblance to the targeting precision and measurement transparency that programmatic advertising is supposed to deliver.