Netflix has named Expedia as its first global advertising partner.

As a result, the streaming giant is set to launch a multi-market campaign on its ad-supported plan throughout this year.

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The first-of-its-kind partnership marks a significant step in the travel company’s aim to further accelerate global expansion while reinforcing Netflix’s multi-country advertising offering to advertisers and members.

The partnership kicks off in Japan this month as Expedia re-establishes its position with the national campaign.

Additional markets in the partnership also include the United States, Canada, Mexico, France, Germany and Australia.

Brazil and the United Kingdom have also been announced as alpha measurement partners and are “committed to driving product innovation, striving to evolve and improve viewer ad experiences and success measurement”.

The advertising partnership, “Made to Travel,” features thoughtfully crafted executions, developed by an in-house creative team for each market, with the streaming giant airing Expedia’s localised ads in each of the respective countries.

Expedia Group President, Jon Gieselman, said: “With years of brand and technology transformation behind us, we’re now leveraging new capabilities to go on the offence globally: winning AI-based products, reinvented brands, and a loyalty construct in One Key that offers customers one travel ecosystem for all their needs.

“As global consumer habits rapidly evolve, we are always looking for innovative opportunities to showcase our brands and story-tell locally. Netflix’s product allows us to reach a rapidly growing audience. We aren’t afraid to be first and I look at this partnership as just the beginning.”

Netflix President of Advertising, Amy Reinhard, added: “We’re excited to be working with Expedia, our first global advertising partner.

“This first-of-its-kind partnership will offer our engaged ad-supported members contextually relevant ad creatives, making the viewing experience even more enjoyable, while also making Netflix a global destination for our advertising partners.”