Over a year and a half later, Netflix still has a long road ahead to get advertisers on board

Back in the first quarter of the year, Netflix’s new ad chief, Amy Reinhard, was wrapping up her European ad industry meet and greet in London.

While there, she met with executives from GroupM to hear how they prefer to work with Netflix and, more crucially, their expectations. It was during this chat that she got a key piece of intel: GroupM’s London office serves as the gateway to its global operations. Any worldwide deal with GroupM would start right there, in the room where she was tuning into the way things got done, according to someone familiar with the meeting.

At first glance, this might seem like just a casual observation. But on closer look, it highlights Netflix’s current position in the advertising world: a year and a half into its ad venture, Netflix has made some progress but is still figuring out the finer points of how the game is played.

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