The news: Netflix is dialing up its global ad game, with its latest UK hire signaling what’s to come next for the streaming giant.

The company hired Ed Couchman, who previously served as the head of advertising sales for Spotify’s UK and Northern Europe business, to spearhead UK ad sales, per Business Insider. Couchman has served in ad sales roles at Meta, Snap, and Channel 4 in the past.

Zooming out: Netflix has aggressively expanded its ad business this year.

• The company introduced its in-house ad tech stack in the US in April, shifting away from an initial partnership with Microsoft to offer more flexibility—and control more of its own ad spending.