Netflix names Microsoft as tech, sales partner for ad-supported subscription tier

News 14 Jul 2022 - 3 min read

Netflix names Microsoft as tech, sales partner for ad-supported subscription tier

By Sam Buckingham-Jones - Deputy Editor

"Microsoft has the proven ability to support all our advertising needs as we work together to build a new ad-supported offering," Netflix's Chief Operating Officer, Greg Peters, said.

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: Netflix Microsoft

The black box of Netflix is set to open up to advertisers, with the streaming giant announcing a global deal that will see Microsoft join as sales and tech partner. Microsoft says marketers looking to access Netflix’s premium inventory, on a new cheaper, ad-supported tier, will find it “exclusively available” through their platform.

What you need to know:

Netflix has partnered with Microsoft for as its tech and sales partner for ads, as it moves to launch an ad-supported subscription tier.
Microsoft says Netflix inventory will be “exclusively available” through the Microsoft platform.

Netflix has partnered globally with Microsoft to launch its new lower-priced, ad-supported subscription plan.

In a statement, the streaming giant’s Chief Operating Officer, Greg Peters, said 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.”

Microsoft will be the tech and sales partner behind Netflix’s first ad-supported subscription. Mikhail Parakhin, Microsoft’s President of Web Experiences, said: “This is a big day for Netflix and Microsoft… Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory.

“All ads served on Netflix will be exclusively available through the Microsoft platform.”

Netflix shares rose on the news, which comes a few months after the service reported a loss of 200,000 subscribers. Its stock collapsed by 35 per cent on the news of the dip in April.