Netflix’s vice president of global ads measurement Julie DeTraglia is exiting the streamer, TheWrap has exclusively learned.
DeTraglia, who joined the company in 2022 as it was ramping up its advertising business, departs as part of a strategic shift to regionalize Netflix’s ad leadership.
“It is not often you get the opportunity to build something from scratch. So when I got the call nearly 3 years ago to help launch the brand new Netflix ads business, I jumped at the chance,” DeTraglia wrote in a LinkedIn post on Friday. “What ensued was one of the greatest adventures of my career: I got to travel the globe, work at a company I had long admired, with people I love and respect, on a product that, as I see it, is a sure thing. I’ve learned so much, and am better at just about everything for having been a part of it. And now it’s time to move on.”
“I could not be more proud of the team and the foundation we all built together – not just because of what we did, but how,” she added. “I will always consider this one of my greatest career accomplishments, and I am so grateful for the experience. The crew is way too big to tag – you know who you are.”
In addition to helping on the launch of the company’s ad-supported tier, DeTraglia led the team responsible for overseeing Netflix’s ratings measurement partnerships with third-party providers such as Nielsen and VideoAmp.
“Julie has been an integral asset to building the foundation of our advertising business, and has fostered great relationships with our global measurement partners,” Netflix advertising president Amy Reinhard said in a statement. “I want to thank her for her countless contributions and efforts that will continue to set Netflix up for success.”
DeTraglia’s departure comes after Netflix held its annual upfront presentation to advertisers in May and ahead of its earnings results for the second quarter of 2025, which will be released after the bell on Thursday.
Prior to Netflix, DeTraglia served as Amazon’s global head of sport strategy and research and in various research, analytics and ad sales roles at Disney, Hulu and NBCUniversal.
She is the latest Netflix ad executives to depart since 2022, following former vice president of ad sales Peter Naylor, who left the company in April 2024, and Reinhard’s predecessor Jeremi Gorman, who exited Netflix in October 2023.
In May, Netflix revealed that its ad tier surpassed 94 million monthly active users. The ad tier accounts for over 50% of new sign-ups in the 12 countries where the offering is available. The company raised the price on the ad tier for the first time in January to $7.99 per month.
The company has previously said it remains on track to reach “sufficient scale” with its ad-supported offering in 2025 and has forecasted ad revenue will double for the year. Netflix also expanded its in-house ad tech platform to the U.S. in April following a launch in Canada and said it would roll it out in the remaining 10 countries where it’s available by June.
The Wall Street Journal previously reported that Netflix is aiming for roughly $9 billion in global ad sales by 2030 as it aspires to reach a $1 trillion market capitalization.
Shares of Netflix have climbed 96% in the past year and 43% year to date.
