Netflix adds measurement deals as ad-supported launch nears - report
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Netflix (NASDAQ:NFLX) has tapped Integral Ad Science (NASDAQ:IAS) and DoubleVerify (NYSE:DV) to help with ad measurement as it looks to reassure advertisers taking part in the streamer's upcoming ad-supported tier, Ad Age reports.
IAS ended the day up just shy of 1%, while DoubleVerify (DV) edged up by 0.6%.
Netflix has said it would roll out the lower-priced service tier for 2023, though it's widely believe to be pushing for a November start.
The streaming TV giant raised eyebrows with some aggressive signals about how advertising on its platform would go: a relatively high price for the inventory of $60 per each thousand views, along with just limited targeting and no third-party measurement.
As third-party viewability companies, IAS (IAS) and DoubleVerify (DV) could help stem some of the pushback Netflix has gotten from advertisers. It may be just a start, though, as Netflix may face pressure for better measurement if it wants to compete with existing and upcoming ad tiers such as Disney's (DIS) Disney+ and Hulu, and NBCUniversal's (CMCSA) Peacock.
Earlier, Netflix reported that after an accounting change, it posted Â£1.4B in UK revenues, or the equivalent of $1.55B, last year.