CFlight is a free campaign validation service for advertisers, which came under Barb’s authority in January 2024 following its launch in spring 2022 and is used in Barb Ads Hub.

Barb Ads Hub launched in January this year and is an analytics system for advertising planning and reporting, using CFlight methodology.

The addition of Prime Video to post-campaign evaluation in Barb Ads Hub will take place next year, subject to its full integration into the industry framework.  

Prime Video has been part of Barb’s pre-campaign planner since June 2024, with Netflix and discovery+ joining in September 2024 and Disney+ following in March 2025.  

Luca Vannini, director of partnerships and communications at Barb, said: “By combining Prime Video’s first-party signals with the demographic richness of Barb’s panel data, we can help the industry assess campaign performance across streaming services alongside linear and BVOD. We look forward to adding the other streaming services in due course.” 

Phil Christer, managing director at Amazon Ads UK, added: “We want to make advertising easier and more effective for brands, so we’re excited that Prime Video will be the first streaming service to join CFlight.”