Microsoft wins deal to serve ads on Netflix, edging out Comcast and Google


Netflix has employed Microsoft to supply the promoting expertise for the streaming service’s deliberate ad-supported tier, the businesses introduced Wednesday. Comcast’s NBCUniversal subsidiary and Google had been reportedly “prime contenders” to serve adverts on Netflix earlier than Microsoft gained the contract.

Microsoft would be the “world promoting expertise and gross sales associate” for the “new decrease priced ad-supported subscription plan,” Netflix said Wednesday.

“Microsoft has the confirmed potential to help all our promoting wants as we work collectively to construct a brand new ad-supported providing,” Netflix stated.

“Extra importantly, Microsoft supplied the flexibleness to innovate over time on each the expertise and gross sales facet, in addition to sturdy privateness protections for our members.”

The ad-supported streaming subscription shall be supplied “along with our current ads-free primary, normal and premium plans,” Netflix stated.

Netflix additionally stated it is nonetheless “very early days and now we have a lot to work by means of” earlier than launching the ad-supported tier, although the corporate just lately informed staff it plans to roll it out by the top of this yr.

The plan for adverts was introduced in April by CEO Reed Hastings amid slowing income development and a loss in subscribers.

Netflix hasn’t stated how a lot it should cost for the ad-supported tier. Netflix prices within the US presently vary from $9.99 to $19.99 a month.

Microsoft’s buy of the AT&T division helped it win deal

Microsoft issued its personal press release that stated, “All adverts served on Netflix shall be completely accessible by means of the Microsoft platform.” It added that Netflix’s selection “endorses Microsoft’s method to privateness, which is constructed on defending clients’ data.”

Microsoft has served adverts on the Bing search engine and its predecessors for a few years, however, its potential to get the Netflix contract was reportedly resulting from its buy of the programmatic promoting system Xandr from AT&T.

“It was the Xandr buy that gave Microsoft the expertise essential to turn out to be a contender within the high-profile race to win the Netflix partnership,” The Wall Avenue Journal wrote.

The selection of Microsoft “got here as a shock to some advert trade executives as a result of Microsoft is not as well-known for its video advert capabilities as different firms,” the WSJ wrote.

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