Netflix’s Targeting and Personalized Advertising policies are designed to help advertisers reach relevant audiences and attract new customers (through Netflix predefined or advertiser curated-audiences), while maintaining Netflix members’ trust and positive advertising experience as they discover relevant products, services, and offers.
Targeting Netflix Predefined Audiences
Netflix offers a number of tools for advertisers to reach relevant audiences — such as location, UI language, content genres, and demographic information e.g., age and gender — with certain restrictions.
Advertisers promoting the following products and services may not use geographical and demographic targeting:
Credit and Lending
Employment
Housing
Advertisers promoting the following products and services may not target the Family Time Additional Genre:
Alcohol
Dating
Gambling
Mature film, television and video game trailers
Mature healthcare products and services
Sexually suggestive ad creatives
Please see the Restricted Ad Categories Policy for additional details and ad requirements.
Advertiser-Curated Audiences
When onboarding advertiser-curated audiences, advertisers must ensure:
Customer data and audience lists are compiled in compliance with all applicable laws, relevant regulations and self-regulatory codes and principles.
The collection of data includes a privacy policy with a disclosure that the advertiser may share customer data with third parties like Netflix for advertising and marketing purposes.
They have obtained consent for sharing customer data with third parties where required by law.
In addition, advertisers may not include information that identifies or relates to an individual’s sensitive interest or membership categories, including but not limited to:
Personal hardships, e.g.,
Negative financial status (e.g., debt, bankruptcy)
Status as the victim/survivor of abuse, trauma, domestic violence or other crimes
Relationship hardships (e.g., divorce, separation, bereavement)
Personal physical or mental health status or other information identifying or relating to an individual’s diagnosis, medical treatment, or payment for diagnosis or medical treatment, e.g.,
Sexual and reproductive health
Mental and psychological treatments and interventions
Chronic health conditions and conditions that require long-term care or management and treatments and procedures
Intimate personal hygiene
Disability
Genetics and biometric data
Inferences about an individual’s physical or mental health status based on non-health data
Consumer Health Data as defined under Washington My Health My Data Act
Identity, belief and affiliation, e.g.,
Criminal record
Precise location data collected from individuals without first obtaining the individuals’ explicit consent
Information related to minors and/or collected from a website or app directed to minors (as defined in relevant jurisdiction)
Any other personal data defined as sensitive pursuant to applicable law
In addition, advertisers promoting the following products and services may not onboard advertiser-curated audiences:
Usage Policy
When using personalized advertising products on Netflix, advertisers must not:
Use available targeting features as proxies to target Netflix members based on protected characteristics and/or sensitive interest categories outlined above.
Exclude members from targeting on the basis of protected characteristics and/or sensitive categories outlined above.
Use audiences of a narrow size such that the recipients of the ad could be easily identified, such as layering audience segments with other targeting features, e.g., geography that may result in a relatively small group of members.
Attempt to target advertisements to minors, as defined by the applicable age in their jurisdiction.
Associate directly identifiable information (e.g., name or email address) with hashed data on or collected from a campaign on Netflix.
Attempt to reassociate any data provided by Netflix, including aggregated and de-identified data with any individual (whether or not identifiable).
Use data from Netflix campaigns to identify sensitive interest categories related to their customers.
Run ads that collect or contain personal information
Otherwise share Personally Identifiable Information (PII) about a consumer with Netflix in other contexts (including bid requests).