• Access Adtech
  • Posts
  • Issue #34: Amazon, Netflix, Google & Criteo lead a week of adtech deals

Issue #34: Amazon, Netflix, Google & Criteo lead a week of adtech deals

The fastest way for digital marketing pros to look smart in the weekly stand-up

September 11, 2025 • Estimated Reading Time: 3 minutes

☕ Hello there marketing mavericks

Top up your tea and catch up on the standout stories from the week so far.

🗞️ Top Stories

  1. Amazon DSP to power programmatic buying on Netflix
    Starting in Q4 2025 advertisers can purchase Netflix inventory via Amazon’s DSP, widening access to the leading streaming platform’s ad inventory. Media Week

  2. Google SA360 adds Criteo as first retail media supply partner
    The integration gives advertisers the ability to access Criteo’s on-site retail network within Search Ads 360, extending beyond Google formats. AdExchanger

  3. FirstPartyFinance launches to connect ad tech firms with growth capital
    Spun out of FirstPartyCapital, the new outfit will offer adtech businesses funding for cashflow and scale-up requirements. ExchangeWire

  4. Magnite acquires agentic CTV platform streamr.ai
    Magnite will offer streamr.ai’s generative creative tools to partners serving SMBs, aiming to simplify workflows to drive more CTV spend. StreamTV Insider

  5. Incubeta acquires RocketSource to expand AI capabilities
    The global digital agency has acquired the data-science consultancy to bolster AI transformation across marketing data, creative and activation. AdExchanger

💭 60-Second Take – Is Amazon’s Netflix deal about building a CTV stack to rival YouTube?

Amazon’s new agreement to make Netflix inventory buyable in Amazon DSP isn’t just another distribution deal, it may be the latest brick in a CTV stack that now spans Prime Video, Disney+ and Netflix across 11 markets, giving buyers a single buy point for premium streaming ads at scale. What are the practical considerations for buyers?

  • Scale and simplicity for buyers: One DSP seat to plan and buy premium CTV, with audience building and measurement via Amazon Marketing Cloud means less stitching together of data and more signal.

  • Why this may challenge YouTube: Amazon’s path to high-reach, premium streaming inventory could offer brand and performance teams a credible alternative for TV budgets currently migrating to YouTube.

  • Consider potential trade-offs: Expect walled garden-style constraints and ongoing verification or measurement questions - Netflix’s goal is distribution, turning to Amazon to simplify access, not necessarily to open up data and insights.

From Q4 buyers can start to treat Amazon DSP as a cross-publisher CTV platform, where they can plan for one buy across multiple streaming services, lean into centralised audience and outcomes, and test budget shifts across publishers in a single stack.

YouTube will continue to be a CTV powerhouse despite this move but can we expect a refreshed CTV narrative for DV360 in light of this? Sit back with Netflix box set while we wait and see.

Got feedback, suggestions or interested in partnerships? Hit reply and let us know.

See you next time,

Access Adtech