Microsoft Proves Itself to the Ad Industry With Surprise Netflix Deal

After a hiatus, the streaming partnership helps the company reposition itself as ad-tech leader

On Wednesday, Netflix announced that Microsoft won the top prize in ad tech and will serve as the streamer’s global advertising technology and sales partner as the company builds a much-anticipated ad-supported tier, which could debut as early as the end of this year. The partnership came as a surprise to the ad industry, which is used to seeing other software giants dominate ad tech.

“The companies in contention for the business were Comcast, Magnite and the Trade Desk,” said co-founder of programmatic advisory Sparrow Advisers Ana Milicevic, citing the post-Cannes rumor mill; Google was also in the running for the job.

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