Digiday Daily

November 06, 2025

Presented by

Netflix spent three years convincing advertisers it was serious about building an ads business. Now, it’s talking like one that expects to be on every major media plan — not as a novelty but as a line item with weight behind it.

A big part of that push is its reach, which the streamer now describes with a new “Monthly Active Viewers” metric. The shift is meant to give marketers a steadier read on how many people the ad tier actually reaches.

TOP STORY

Marketing on Platforms

Netflix’s ads boss on the next phase, and how Amazon accelerates it

As Netflix marks three years of its ad business, the platform now expects to be a core part of every major media plan.

OTHER THINGS TO KNOW

It’s not clear what form zero-click search will take in the future — how artificial intelligence may continue to reshape the media ecosystem. Still, there’s reason to be confident that curation is part of the solution. Partner insights from Nexxen.
If you ask someone in ad tech what makes an ad quality, they’ll likely give the answer: viewable and human. But these barely scratch the surface, and there are signals that tell a fuller story. Partner insights from Browsi.
Agencies need to shift how they plan, pitch and prove their value to new and existing clients. Partner insights from Keen Decision Systems.

MARKETING

Zero-click Future

Brands set to cut open web display spend 30% in response to AI search

As more users adopt zero-click search, analysts suggest brands will shunt investment from publishers on the open web and into CTV and paid social.

A MESSAGE FROM DISNEY CAMPAIGN MANAGER

The holiday season, optimized

There’s no place like Disney Campaign Manager for the holidays. Launch, measure and optimize from one easy dashboard while running campaigns alongside the shows, sports and movies audiences love. Track status, budgets and performance in real time, giving you complete transparency and control. As the year wraps up, every impression counts. Disney Campaign Manager makes it simple to deliver precision and impact so you can end Q4 by unwrapping real success for your clients.

Learn more

Agency Culture

GSD&M gamifies its AI upskilling efforts

The Omnicom-owned has for several months been working to upskill its employees across all divisions in AI by essentially gamifying the spread of its knowledge

PARTNER INSIGHTS FROM CRITEO

How incrementality in retail media uncovers overlooked KPIs

Brands that want to move faster, stretch budgets or measure impact across a wider set of objectives are using incrementality to uncover powerful and unexpected signals of campaign impact.

PARTNER INSIGHTS FROM SIMPLI.FI

The marketer's guide to taking CTV beyond the living room