At this week’s Cannes Lions, the advertising industry’s annual creative conference, US streaming giants lined up to showcase their latest ad tech plays as they attempt to make a splash on the international stage. Netflix announced the addition of Yahoo’s demand-side platform (DSP) to its programmatic roster, signifying the company’s latest move in developing a full-fledged advertising ecosystem since it introduced its ad-supported tier in late 2022. Scheduled to go live by the end of 2025, the integration sees Yahoo DSP join the streaming giant’s existing programmatic partners The Trade Desk and Google’s Display & Video 360. Microsoft’s Xandr is still listed as an ad tech partner for Netflix, despite Microsoft announcing the closure of the DSP in May this…