Microsoft Ads Enhances Tools for Property Owners and Managers with Property Center Launch
Google enhances Display & Video 360 with new reporting, Privacy, and YouTube targeting features
Google launches Merchant API Beta with new features
Microsoft advertising has extended its partnership with Netflix to include connected television (CTV) ads on its advertising platform.
This development allows advertisers to target Netflix viewers through the Microsoft Advertising network. Netflix has made its ad inventory available to advertisers running CTV campaigns in the United States, Canada, Brazil, Mexico, the United Kingdom, France, Germany, Italy, Spain, and Australia.
Starting Point
As of early 2024, Netflix reported approximately 269.6 million paid subscribers worldwide, a significant increase from around nine million in the previous quarter, according to Statista data published in May.
Advertisers must agree to Netflix’s inventory policy in their ad group settings when setting up new CTV campaigns in Microsoft Advertising.
In May, Netflix announced plans to build its own advertising platform by the end of 2025, offering new purchasing methods and tools for measuring campaign impact for advertisers.
Additionally, in May, Netflix announced a global partnership with Magnite, indicating a shift from relying solely on Microsoft’s ad technology platform to collaborating with other demand-side platforms (DSPs).
How It Will Work
Initially, Netflix relied exclusively on Microsoft’s ad technology platform. This announcement came during its upfront presentation following the launch of an ad-supported subscription plan in November 2022, part of its broader strategy to increase revenue when it reportedly had 270 million subscribers.
Microsoft noted in its latest announcement that video creatives must meet specific Netflix quality standards and video specifications for a chance to have ads served on the platform, although delivery is not guaranteed. A publisher URL report is available on the Microsoft Advertising platform to track ad placements.
Our Opinion
In our view, the expansion of the partnership between Netflix and Microsoft to support CTV advertising is a significant step for both companies. It allows Netflix to monetize its large audiences through Microsoft’s advertising platform, offering advertisers new opportunities to reach target viewer groups internationally. For advertisers, this opens up new strategic possibilities for targeted advertising and measuring campaign effectiveness. However, it is crucial to adhere to video quality standards to maximize the likelihood of ad delivery on the Netflix platform.
This article available in Ukrainian.
Digital marketing puzzles making your head spin?
Say hello to us!
A leading global agency in Clutch's top-15, we've been mastering the digital space since 2004. With 9000+ projects delivered in 65 countries, our expertise is unparalleled.
Let's conquer challenges together!
