In mid-July, Netflix announced a partnership with Microsoft, selecting the tech giant for its new advertising and sales agency. Odd, right? The obvious choice was Google, especially with the push for cookieless data. But there’s more than meets the eye to this partnership. Clearly, there’s something in it for both players, writes Humphrey Ho, managing director of Hyperlink Digital’s Americas business.
Flexibility to innovate is part of the reason Netflix teamed up with Microsoft – but the potential of the match goes beyond ads. With studio costs for original content soaring and subscribers willing to drop subscriptions based on the attractiveness of a content library, a marriage with the owner of Xbox offers scope for diversification far beyond ad dollars, writes Joseph Lospalluto, US country manager of ShowHeroes Group.
Microsoft’s selection as Netflix’s ad sales partner of choice single-handedly set the stage for Netflix’s last quarterly earnings report. But Microsoft hardly brought up the deal at all when it closed out its 2022 fiscal year on Tuesday. It attributes a good chunk of its current growth to its cloud business.
Just three months after Netflix surprised the world with the news that it plans to launch an ad-supported tier, the streaming leader has settled on its third-party vendor of choice: Microsoft. But why Microsoft? It wasn’t considered a serious programmatic contender until it acquired Xandr from AT&T (and that deal only closed last month). Still, something made Microsoft stand out from the crowd.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Get The Net! Corks are popping in Redmond, Washington, home of Microsoft, after news that Netflix selected Microsoft Advertising as the global sales and technology partner for its ad business. “Microsoft has the proven ability to support all our advertising needs as we work […]
