On July 13, Netflix’s COO, Greg Peters, officially named Microsoft as Netflix’s “global advertising technology and sales partner”. This partnership will help Netflix kick-start its advertising business.
Industry watchers were waiting to see who Netflix would choose as its advertising platform to build its ad-supported tier of service after the streaming giant’s April announcement to bring ads to the platform
In April, we announced that we would introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ad-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner.
“Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering, More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.”
-Greg Peters, COO Netflix.
It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life.
Microsoft recently acquired Xandr, an ad marketplace that ties into connected TV. It has been developing its ad platform while endorsing its approach to protecting customers’ information. Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory, said Mikhail Parakhin, Microsoft’s president of web experiences.
While assisting Netflix in delivering more choices to its customers, Microsoft will offer new premium value to its ecosystem of marketers and partners.