Netflix has boasted of its improved ad targeting and measurement capabilities as it competes for legacy TV network ad dollars.
But behind the scenes, ad buyers and buy-side ad tech execs exhort Netflix for more data in order to justify their spend, according to two sources with direct knowledge of the matter.
Both sources, who exchanged candor for anonymity, told AdExchanger that they receive insufficient IP address data from Netflix for geotargeting campaigns or cross-platform measurement.
One source, a CTV media buyer, said Netflix provides abridged IP addresses that aren’t as useful as the more complete IP address data they get from other platforms. Another source, an exec at an ad tech platform that works with Netflix, said the platform does not provide any IP address data.
Both sources also noted that Netflix lags other video ad publishers in terms of how much data it offers for programmatic campaign targeting.
