Netflix is partnering with Microsoft for its new ad-supported tier2022-07-13 17:56 by Daniela
Tags: Netflix, Microsoft
Netflix has named Microsoft as its partner for its ad-supported service, the companies announced Wednesday.
"Microsoft has the proven ability to support all our 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," Netflix COO Greg Peters said in a statement.
The choice of Microsoft suggests Netflix is eager to dive into some of the newest techniques in video advertising, such as programmatic ad sales that hinge on using data to match ads to precise kinds of audience, or addressable ads that are sent out to specific viewers segments. In June, Microsoft finalized its acquisition of the Xandr ad-tech unit from AT&T, which had been involved in programmatic advertising.
"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. "Netflix added in its statement." We're excited to work with Microsoft as we bring this new service to life."
The timing of the ad tier's launch has not been formally announced, but the New York Times reported in May that Netflix told employees it may come by the end of 2022.
Netflix said Wednesday that the move is in "very early days" and that the company has "much to work through" when it comes to introducing an ad tier to its 221.6 million subscribers globally.
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