Netflix expands ad targeting and measurement, and trims its ad forecast

Netflix is rolling out a Conversion API and a new Netflix Pixel covering more than 20 conversion events, opening Trade Desk first- and third-party audience targeting from next month and adding attribution inside Yahoo DSP. The push lands as Netflix lowered its annual ad revenue forecast by 10% to $2.7bn. "We want Netflix to be as easy to buy as it is to watch," said Nicolle Pangis, vice president of UCAN advertising. Ad Tech Radar's caveat: Netflix "hasn't quite nailed it yet" relative to OpenAI's faster ad build-out. Seen in: Ad Tech Radar.