Netflix's programmatic defence balances man and machine

Stephen Whiteside

It is no surprise that Netflix – the online video platform that uses algorithms to provide customers with tailored content recommendations – is an enthusiastic advocate of programmatic advertising.

But just as any hit movie or TV show depends upon human insight and understanding to make a lasting impression, so the company has ensured that the personal touch retains a key role within its automated marketing script.

"We are moving to programmatic, in part, because it is so efficient. We can be more individualised in the kind of marketing that we're doing – and that's ultimately, I think, every advertiser's dream," Kathy O'Dowd, Netflix's global director/programmatic marketplace and channel development, said at MediaPost's OMMA Programmatic Display conference held during New York's Internet Week.