Netflix (NFLX) said Wednesday it is expanding its advertising capabilities, adding new audience-targeting tools and launching its own Conversion API for measurement and performance for brands on its ad-supported tier.

The company said that starting in Q2 in the US, advertisers can access new targeting capabilities on Netflix through Amazon DSP and Yahoo DSP, using shopping, streaming and behavioral data, with a broader global rollout planned later this year.

Netflix also launched a Conversion API, adding that early tests with Tinuiti showed campaigns topped benchmarks by more than 75% across financial services, ed tech and retail, it said.

Shares of Netflix and Amazon were up 0.9% and 3% respectively in recent trading Wednesday.

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