Netflix has announced plans to launch an in-house advertising technology platform by the end of next year.

According to the streaming giant, the move will allow advertisers new ways to buy, new insights to leverage, and new ways to measure impact.

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This comes as Netflix announced it saw a rapid increase in its ad-supported plan, which rose from five million last year to 40 million this year.

It also added over 40% of all signups in the ads countries now come from the ads plan.

Netflix’s President of Advertising, Amy Reinhard, said: “Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today.”

The platform also announced plans to expand its buying capabilities tapping brands such as The Trade Desk, Google’s Display & Video 360 and Magnite, which will join Microsoft, as its main programmatic partners for advertisers.

Reinhard continued: “We’re being incredibly strategic about how we present ads because we want our members to have a phenomenal experience. We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members and better for brands.”