SAN FRANCISCO — Netflix is betting more on the use of programmatic buying to help grow its user base and better connect viewers with the shows it offers, says Kathy O’Dowd, Senior Manager of Programmatic Marketing at Netflix during an interview with Beet.TV.

She says that as Netflix expands its own marketing with programmatic buying, it focuses on premium publisher sites only. “We don’t use long tail sites, no mom and pop shops, nothing with lots of ad clutter” she says, adding that Netflix avoids auto-play sites as well. “If we are going to be seen as a premium brand with award-winning programming content, we need to be surrounded by content of equal value.”

For more insight into Netflix’s approach to programmatic buying, check out this video interview.

We interviewed O’Dowd at the Beet.TV programmatic television summit where she was a speaker.