Buyers thoughts on Netflix’s new monthly active viewers metric

Monthly Active Viewers is Netflix’s new ad metric, one that it hopes will more accurately capture the number of eyeballs watching its ads than the previous Monthly Active Users.

But even though Netflix says this metric better reflects actual ad viewing experiences (i.e. multiple people in one household watching the same ad together, as opposed to one ‘user’), is it reliable enough for advertisers?

Our strategy director for Performance Brenda Imeson says more clarity’s needed to justify spending.

Read Brenda’s full take in Digiday now