Netflix (NFLX) shares traded at all-time highs on Tuesday after the streaming giant reported a huge increase in advertising revenue.

The company said it had signed deals with all major holding companies and independent agencies, securing an increase in advance payments for ad sales of “over 150 percent” over 2023.

Netflix announced that it has signed partnerships for several of its upcoming films and series, including “Squid Game,” “Outer Banks” and “Happy Gilmore 2.” It also struck deals for high-profile live events such as the NFL games on Christmas Day and “WWE Raw.”

“Be incredibly strategic” when presenting ads

When discussing upfront ad sales in May, advertising president Amy Reinhard noted that the company is “incredibly strategic about how we present ads,” adding that Netflix “conducts extensive consumer research to ensure we stay ahead of the competition and provide opportunities that are better for our members and better for our brands.”

Reinhard also said at the time that the company would launch an internal advertising technology platform by the end of 2025.

Netflix shares rose 1.2% to $696.59 at 1:15 p.m. ET on Tuesday, after hitting a record $711.33 earlier in the session. They are up about 43% year-to-date.