Netflix will personalize the ads it inserts into its series to wow every viewer.

Netflix users will have the opportunity to rub their eyes in disbelief starting next year when they see astonishingly personalized ads during commercial breaks in certain packages on its streaming platform for series and movies. With the help of Generative Artificial Intelligence, the American company has set out to give a new twist to the creatives of its commercials with content practically individualized for each subscriber, with their tastes and preferences duly analyzed based on data shared with the multinational. The proposal promises to go much further than simple programmatic advertising displayed on television screens, as it aims to offer ads tailored to the unique tastes of each household, with a level of personalization unprecedented to date.

As the company highlights in its recent Netflix Upfront 2025 , a strategy where the group previews its upcoming developments, the business focus will be on reinforcing the already high level of effectiveness of its ads, with more than 94 million active users per month , whose average consumption in the United States alone is around 41 hours per month.

At the global presentation of Netflix's plans to advertisers, the company's president of advertising, Amy Reinhard, praised the success of opening the platform to ads included in the most affordable packages: " When you compare us to other streaming companies, attention starts at a high level and ends at a much higher one, and what's even more impressive: subscribers pay as much attention to the ads embedded in the content as they do to the series and movies themselves." To reinforce this offensive, always in search of greater revenue, Netflix will launch the Netflix Ads Suite internal advertising platform in all its markets, already available in the United States and Canada. "Precisely because our audience is unique, engaged, and attentive, every dollar invested in Netflix is ​​more valuable than in any other space," Reinhard emphasized .

The same directive assures that " thanks to the control provided by the company's own technology, we will be able to create new tools, improve measurement, and offer more creative formats." And among these stands out a new modular structure for creating customized ads with the help of generative artificial intelligence, whose implementation is expected in 2026. "This model makes it easier for advertisers to incorporate their own brand elements and use them to personalize the ideal ad for Netflix subscribers ," explain company sources. Among the advertising surprises expected are interactive formats, interspersed within ad inserts, with personalized ad creatives, graphic overlays, calls to action, second-screen buttons, and more options to show the most relevant ad to the right subscriber at the right time.

At the same time, Netflix will provide new metrics tools for advertisers, "by creating its own measurement solutions, starting with a brand assessment feature that links viewing habits with consumer perceptions of brands."

Marian Lee, Netflix's Chief Marketing Officer, addressed advertisers directly as "both buyers and sellers" to explain how Netflix focuses on audiences to strengthen their emotional connection and how "the creative teams that work on our campaigns and generate conversation are the same ones that will work with your brands." The same executive noted that, with more than 700 million people watching Netflix, "we are uniquely positioned to put brands front and center." In her opinion, "everyone is watching Netflix. Last year, our content was in the Top 10 on the Nielsen list week after week, month after month, for longer than all other streaming services combined."