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Netflix has chosen Microsoft over its announced ad-tech partners in the works for its cheaper, ad-supported Netflix subscription plan. Microsoft beat out other partners, including Google and Comcast.
As we work together to build a new ad-supported offering, Microsoft has the ability to support all of our advertising needs. Most importantly, Microsoft has been able to innovate over time on both the technology and sales side, as well as provide strong privacy protections. to our members,” said Greg Peters, Netflix’s chief operating officer and chief product officer, in a July 13 statement announcing the deal.
“We still have a long way to go” before launching the ad-supported service, Peters said.
In a Microsoft blog post about the win, President of Web Experience Mikhail Parakin said: “At launch, consumers will have more options to access Netflix’s award-winning content. Marketers looking to Microsoft for their advertising needs will be able to access Netflix’s audience. And premium connected TV inventory. All ads served on Netflix.” They are only available through the Microsoft platform.
Microsoft will acquire Xandr, the ad marketplace connected to AT&T, in late 2021. Xandr has a technology platform that supports premium advertising, and includes Xandr Invest, Monetize, Curate and Invest TV.
It is the backbone of Microsoft’s digital advertising platform for marketers, which includes Microsoft’s own ad buying solution, the Microsoft Audience Network, PromoteIQ’s retail-media solutions and the Microsoft Customer Experience Platform.
Neither Microsoft nor Netflix disclosed a dollar amount for the new advertising deal.
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