Agencies & Marketing — Amazon and Netflix data integration reshapes connected TV and programmatic advertising for media buyers.

Agencies & Marketing · 2026-05-08

Three structural shifts emerged today that agency operators need to internalize. First, Amazon will pipe its shopper data into Netflix ad inventory in the UK starting May 18, extending its CTV dominance strategy beyond its own O&O properties — a move that compresses the advantage agencies held as cross-platform data brokers. Second, Trade Desk, still nursing a bruising Q1, is pivoting hard toward…