US giant Microsoft becomes Netflix’s technology and business partner for the streaming platform’s new discounted subscription.
Despite discussions with Comcast and Google, Netflix finally selected Microsoft to manage the advertisements of his new subscription. A surprising association, but far from trivial since the Redmond firm does not own any video service that competes with Netflix such as YouTube or Peacock, and has been the owner of Xandr, since the end of last year, a place of connected television advertising market. Note that Microsoft’s own advertising buying solution, namely the Microsoft Audience Network, which includes its PromoteIQ solutions for retail and the Microsoft Customer Experience platform for marketers, forms the backbone of the Microsoft’s digital advertising platform.
We’re thrilled Netflix has selected Microsoft as its advertising technology and sales partner. We want publishers to have more long-term viable ad monetization platforms, so more people can access the content they love wherever they are. https://t.co/QmPszxJTOf
— Satya Nadella (@satyanadella) July 13, 2022
“Marketers who turn to Microsoft for their advertising needs will have access to Netflix’s audience and premium connected TV inventory. All advertisements shown on Netflix will be exclusively available on our platform. This announcement also supports our vision for privacy which is based on protecting customer information.“said Mikhail Parakhin, president of web experiences at Microsoft. “We’re excited to bring new premium value to our ecosystem of marketers and partners while helping Netflix offer more choice to its customers.“. Greg Peters, COO and Chief Product Officer at Netflix, added: “Microsoft has the capacity to support all of our advertising needs as we build this new offering. Above all, Microsoft provides great flexibility that will allow us to innovate over time, both from a technological and business point of view, and has important measures in place to protect the privacy of our subscribers. The project is in its early stages and we still have a lot of work to do. But our long-term objective is clear, we want to offer more choice to customers and offer advertisers a premium experience, more qualitative than linear television.”