Netflix ad exec out over 'trust' as ad revenue hits $3B

Netflix is parting ways with Jon Whitticom, the vice president of ads product who helped build its advertising business, according to an internal memo obtained by Business Insider.

Advertising president Amy Reinhard told staff last week she had "decided to part ways" with Whitticom. The memo cited expectations around trust and cross-functional work. "Jon and I have discussed these needs directly over time, and my decision reflects this standard now and going forward," she wrote.

Marc Heneghan, an ads product exec, will lead the unit on an interim basis while the company searches for a permanent replacement.

The change comes as Netflix leans heavily on its ad tier for growth. The company expects to generate $3 billion in ad revenue this year, nearly double 2025's haul. In markets where the ad-supported plan is available, more than 60% of new subscribers choose it, the company said.

Whitticom joined Netflix as an ad platform advisor in early 2023 and became VP of ads product. He previously served as chief product officer at FreeWheel, a Comcast-owned ad startup. Under his watch, Netflix built out its ad technology and enabled advertisers to buy inventory through platforms like Google, The Trade Desk, and Magnite.

The buildout has not been smooth. Netflix has seen multiple leadership changes and competing internal visions for the ad business, according to people familiar with the matter.

Reinhard acknowledged the tension in her memo. "Speed got us from zero to one," she said. "Getting to what's next means knowing when to move fast and how to do it together."

Netflix has said US engagement growth is slowing, a factor that has weighed on the stock. The ad business is one of the key levers the company is using to sustain growth, alongside live sports and creator content.

The company is also introducing new ad formats and expanding ways for advertisers to buy inventory, Reinhard said last month during the company's Upfront sales process.