Netflix says a top priority in 2025 will be to improve its offering for advertisers in order to substantially grow its advertising revenue. The streaming giant launched its first-party ad tech platform–which the company says allows it to better deliver critical capabilities to advertisers including expanded programmatic availability, enhanced targeting and additional measurement and reporting–in Canada in November. It will expand the platform to its remaining ad countries this year, starting with the U.S. in April. The platform is benefiting from the popularity of the streamer’s ad-tier memberships, which accounted for over 55% of sign-ups in 4Q.