Netflix has selected Microsoft as the first of its announced advertising-tech partners for the cheaper, ad-supported Netflix subscription plan that's in the works. Microsoft beat out other potential partners, which reportedly included Google and Comcast, to win the deal.
"Microsoft has the proven ability to support all our advertising needs as we work together to 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," said Netflix Chief Operating Office and Chief Product Officer Greg Peters in a July 13 statement announcing the deal.
Peters said there's still "much to work through" before launching the ad-supported service.
Microsoft acquired Xandr, an ad marketplace that ties into connected TV, from AT&T at the end of 2021. Xandr has a tech platform that supported premium advertising, and included Xandr Invest, Monetize, Curate and Invest TV.