Netflix is integrating Yahoo’s DSP across its 12 ad-supported markets, including Canada, in a move that bolsters its ad tech capabilities. The announcement was made during Cannes Lions this week.

The integration, set to take effect later this year, will allow advertisers to buy Netflix advertising through Yahoo programmatically. Yahoo DSP will join The Trade Desk, Microsoft, and Google’s Display & Video 360 as Netflix’s programmatic partners.

In a recent update announced during its Upfront in May, Netflix expanded the ad targeting options of its Netflix Ads Suite to include over 100 interests in 17 categories, including life stages.

The company also revealed during the event that clients may now combine their first-party data, either through LiveRamp or Netflix, and match it against the Netflix advertisements audience for behavioural insights and targeting. Third-party data access has also been granted to partners like Experian and Acxiom, and measurement capabilities are being expanded with the launch of new solutions, starting with a “brand lift” tool that links viewing behaviour to consumers’ brand perceptions.

According to Netflix, its ad-supported tier boasts a young audience, with 18-to-34-year-olds spending 41 hours per month on the platform.

The partnership follows Yahoo DSP’s integration of Conversion API, which allows advertisers to add offline sales into the platform and tie those sales back to an ad campaign.