In today’s Digest, we discuss the launch of Netflix’s in-house ad tech suite across EMEA, Roblox’s in-game merch sales, and Warner Bros. Discovery's launch of WBD Storyverse.

Netflix to Launch In-House Ad tech Suite Across EMEA

Netflix will begin rolling out its in-house advertising suite across EMEA this week, to expand its ad capabilities to all 12 of its ad tier markets by June. The Netflix Ads Suite, which has already gone live in Canada and the US, promises enhanced tools, improved measurement, and more innovative ad formats for advertisers.

“We’ve evolved,” said Damien Bernet, Netflix’s VP of EMEA advertising, in an interview with The Media Leader. “Advertisers are going to get new tools, better measurement and more creative formats.” The move comes as Netflix’s ad supported plan continues to scale rapidly, now reaching 94 million monthly active users globally, a 34% increase from the 70 million reported in November.

Netflix is also developing a new AI powered ad format designed to make commercial breaks feel less intrusive by blending branded content with its original programming. Announced during its Upfront presentation on Wednesday, Netflix showcased an example where a product image appeared against a visual backdrop styled after hit show Stranger Things.

The format, which Netflix plans to roll out by the end of the year, will allow advertisers to insert promotional content mid-stream or during pause screens, with options for overlays and calls to action. Advertising president Amy Reinhard hinted that the pace of development in ad formats will only accelerate, positioning Netflix’s platform as both a premium content destination and a playground for new ad experiences.

Roblox Opens In-Game Merch Sales to Creators

Roblox is rolling out new e-commerce tools that will allow eligible creators to sell physical merchandise directly within their games. After testing the feature last year, the company is officially opening its Commerce APIs, with Shopify announced as the first integrated partner.

Creators who are Shopify merchants can now embed physical goods like hoodies and T-shirts into their Roblox experiences via ‘premium shops.’ When users click on an item, a dedicated product page appears with full details and checkout options.

Beauty brand Fenty Beauty is among the early adopters, offering items such as a limited edition lip gloss available only in its Roblox experience. The platform is also launching an Approved Merchandiser Program, enabling physical purchases in the real world to unlock digital items within Roblox, bridging online and offline commerce.

 Warner Bros. Discovery Launches WBD Storyverse

WBD Storyverse, a new initiative launched by Warner Bros. Discovery, plans to use its extensive library of content to make new ads. The initiative aims to capitalise on consumers’ fondness for content owned by the entertainment giant, including film series such as Lord of the Rings and shows like Friends. Content from WDB Storyverse will run on Warner Bros. Discovery’s linear and digital platforms, as well as on social channels. The company’s announcement stated: “Through this initiative, WBD will work strategically with partners to identify areas of alignment with fan-favourite content and create new moments that recapture the magic of the original IP through a branded lens.”