How to Run Programmatic Ads on OTT Platforms in the UK

7 May

Streaming services are where UK audiences are spending more of their time - and programmatic advertising is how marketers can meet them there. Platforms like Netflix, Disney+ Hotstar, and Prime Video are opening up to ad placements, but navigating this space requires the right tools, strategy, and knowledge of how each platform works.

But how do you actually run programmatic ads on these platforms?

1. Understand the OTT Advertising Landscape

Not every OTT platform allows ads, and each operates differently:

Netflix: In 2022, Netflix launched an ad-supported tier in partnership with Microsoft’s Xandr. This means if you want to run ads on Netflix, you’ll need to work with platforms that have access to that inventory via Xandr.
Disney+ Hotstar: Hotstar, which is big in India, also operates in the UK. Disney+ introduced its ad tier in several markets including the UK, and works through programmatic partners like The Trade Desk.
Prime Video: Amazon started showing ads on Prime Video by default in 2024. To advertise here, marketers need to use Amazon DSP, which gives access to video inventory across Amazon properties.

2. Use the Right DSPs

To run programmatic campaigns, marketers need a Demand-Side Platform (DSP) - a tool that lets you buy ad space in real time.

Here are some popular DSPs used for OTT:

The Trade Desk: Offers access to a wide range of streaming platforms and supports data-driven targeting.
Google DV360: Integrates well with YouTube and other Google-owned inventory; also connects with major SSPs for OTT.
Amazon DSP: Required if you're targeting Prime Video or other Amazon-owned inventory.
Xandr (Microsoft): Especially important if you want to run ads on Netflix's ad tier.

3. Get Smart with Targeting

OTT offers advanced targeting capabilities beyond traditional TV:

First-party data: If you have customer emails or IDs, you can match them with streaming users through hashed identity graphs.
Demographics: Target by age, gender, household income, parental status, and more.
Behavioral: Target viewers based on interests, past content consumption, or purchase intent.
Contextual: Choose ad placements based on show genre, rating, or type of content (e.g., comedy, documentaries).
Geo-targeting: Useful for regional campaigns within the UK - down to postal codes.

4. Prioritise Strong Creative:

OTT ads are unskippable, full-screen, and often viewed on TVs — meaning bad creative stands out, and not in a good way.

5. Measure and Optimise: OTT isn’t like traditional TV — you can track a lot more.

Key metrics to watch:

Completion Rate: Did people watch the whole ad?
Viewability: Was the ad actually seen?
Click-through Rate (if clickable): Mostly applies to mobile and desktop OTT.
Brand Lift: Use studies to measure awareness, consideration, and recall.
Incremental Reach: Measure how many unique users you reached beyond traditional TV or digital channels.

Some advertisers also use attribution tools (like LiveRamp or Innovid) to track whether OTT ads led to real-world actions like store visits or purchases.

Programmatic OTT advertising in the UK is no longer just a trend - it's becoming a core part of modern media plans. As streaming viewership grows, so does the opportunity to connect with audiences in a more targeted, measurable way.

Make sure you’re using the right platforms, targeting the right viewers, and delivering creative that fits the screen - and you’ll get the most out of this high-impact channel.

Leah Brophy