Netflix CTV Audience Targeting Is Now Available in Manifold#
Netflix has been one of the most requested streaming platforms in Connected TV planning conversations over the past year. Now, it is available directly within the Manifold campaign wizard.
More importantly, Netflix inventory can now be paired with deterministic audience targeting. Advertisers can reach viewers based on interests, behaviors, purchase intent, and life-stage characteristics, just as they would across other CTV inventory available through Manifold.
This is a significant step forward for advertisers. Previously, Netflix inventory was primarily available through fixed packages and direct commitments, limiting audience targeting flexibility and optimization opportunities. With this update, Netflix becomes part of the same streamlined workflow used for the rest of your CTV campaigns.
Combine Premium Streaming Inventory with Audience-Based Targeting#
Netflix remains one of the largest streaming platforms in the world, with approximately 190 million monthly active viewers globally.¹
Historically, advertisers had limited options when buying Netflix inventory. Campaigns often relied on broad placements or fixed sponsorship-style packages with little control over audience selection.
With Manifold, advertisers can now apply the same audience strategies they already use across Connected TV, display advertising, and streaming audio.
Available targeting options include:
Interest-Based Audiences#
Reach consumers based on long-term interests such as:
- Travel
- Sports
- Technology
- Automotive
- Finance
- Parenting
- Food and dining
- Hundreds of additional affinity categories
Behavioral Audiences#
Target users based on recent actions and engagement patterns, including:
- Browsing behavior
- Content consumption habits
- Engagement signals
- Predictive behavioral modeling
Purchase Intent Audiences#
Connect with consumers actively researching or purchasing products and services through:
- In-market audiences
- Recent purchasers
- Brand-loyal customer groups
- Seasonal purchase intent segments
Life-Stage Audiences#
Reach consumers during important life moments, including:
- New homeowners
- Recent movers
- Expecting parents
- College students
- Other major life transitions
Audience setup remains simple. Use the Audience section of the Manifold wizard to combine targeting criteria using AND/OR logic, exclusions, geographic filters, and contextual layers. Once configured, those audiences can be activated across all selected tactics, including Netflix Connected TV inventory.
The result is a unified campaign that reaches the right audience across premium streaming environments without requiring separate Netflix negotiations or insertion orders.
Flexible Buying Through Private Marketplace Access#
Netflix inventory within Manifold is purchased through a Private Marketplace (PMP) deal structure rather than a fixed inventory package.
For advertisers, this provides greater flexibility and control throughout the campaign lifecycle.
Test Different Content Environments#
Evaluate performance across various content categories, such as:
- Drama
- Comedy
- Documentary
- Sports
- Lifestyle programming
As performance data accumulates, budgets can be shifted toward the highest-performing environments.
Adjust Budgets in Real Time#
Campaign pacing can be modified during flight without renegotiating contracts or inventory commitments.
If Netflix is outperforming other streaming publishers, additional budget can be allocated. If another publisher is delivering stronger results, budgets can be adjusted accordingly.
Manage Frequency Across Publishers#
Existing Manifold frequency controls continue to apply across Netflix inventory.
Frequency limits can be set by:
- Hour
- Day
- Week
- Month
- Lifetime campaign duration
This helps reduce overexposure and creates a more balanced viewing experience across multiple streaming platforms.
Unified Reporting#
Netflix performance data appears alongside all other campaign tactics within Manifold reporting.
Metrics include:
- Impressions
- Completed video views
- Media spend
- Attribution and conversion reporting
This creates a single source of truth for campaign performance across channels.
How Netflix Fits Into the Campaign Wizard#
Adding Netflix inventory requires no additional workflow changes.
When the Connected TV tactic is enabled during campaign setup, Netflix inventory becomes part of the eligible CTV supply mix alongside other streaming platforms and publishers.
Best Practices for Media Planners#
Start With the Audience
Begin by defining your ideal audience using geographic, behavioral, demographic, and life-stage filters.
Once your audience is configured, Connected TV delivery will automatically activate across eligible inventory sources, including Netflix.
Use Standard CTV Creative
Existing creative specifications remain unchanged.
Supported formats include:
- :15 video
- :30 video
- :60 video
If creative development assistance is needed, requests can be submitted through the creative services workflow within the platform.
Existing Minimum Budgets Still Apply
Current Connected TV minimum spend requirements remain unchanged. Access to Netflix inventory does not alter campaign minimums.
Reporting Remains Consolidated
Netflix impressions, completed views, and conversion activity are reported within the same dashboard used for the rest of your campaign activity.
Why This Matters#
For advertisers already running Connected TV campaigns through Manifold, this update expands available premium inventory without requiring changes to campaign setup or audience strategy.
The same audience definitions that currently power campaigns across streaming services and broadcaster apps can now extend into Netflix inventory whenever eligible supply is available.
For agencies and brands that have wanted Netflix exposure without managing a separate direct buy, this provides a much simpler path.
Netflix now joins the broader premium streaming ecosystem available through Manifold, alongside publishers such as:
- Hulu
- Disney+
- Paramount+
- Roku
- Tubi
- Major broadcaster streaming apps
For performance-focused marketers, the combination of audience targeting, Private Marketplace buying, real-time optimization, and unified measurement makes Netflix a much more practical addition to a data-driven media strategy.
Looking Ahead#
The streaming ecosystem continues to evolve, with a growing concentration of viewers across a smaller group of premium publishers.
Manifold's goal is to simplify that complexity by providing:
- One campaign workflow
- One audience builder
- One reporting platform
- Access to expanding premium inventory sources
As additional publisher integrations become available, they will be incorporated into the same planning and activation workflow already used across the platform.
If there are audience capabilities, publishers, or measurement solutions you would like to see added, we'd love to hear your feedback.
Manifold helps brands and agencies manage integrated campaigns across Connected TV, display, audio, social, search, and video advertising through a single platform. To learn how Netflix inventory can fit into your media strategy, contact the Manifold team.
Source#
- Netflix Internal Data, Q4 2025, Global.
