Netflix is still working to include advertising on its platform. Today it has announced its technology partner for this task.
If all goes according to plan, at the end of the year we will have a new cheaper Netflix plan, with ads.
Introducing advertising in streaming is not easybecause it is not about placing generic ads for everyone, as in DTT.
Netflix will personalize those ads depending on the tastes of the user, or who is viewing the content. It is rumored that it will ask if there are any children watching family content, and if so, it will show fewer ads.
Also ads will not be fixed, but will depend on the viewing time. Rumors suggest that Netflix will broadcast 5 minutes of ads for every hour of viewingand the fee will cost around 5 or 6 per month.
At the moment everything is leaked data, because Netflix has not offered official information… until today.
Implementing all this technology within your ad virgin streaming platform is not easy, so you need a technology partner to provide you with the necessary softwarebecause developing it from scratch would take months, if not years.
Meta, Google or Amazon have solid advertising services, but they are potential rivals: they either have a streaming platform, or they can launch it at any time. So its new technology partner will be Microsoft.
In a Press release, Netflix announces that Microsoft is its new global ad technology and sales partner.
Microsoft will take care of manage ads and integrate adware on Netflix so that the right ads appear at the right time, within the stream. Netflix does not want to interrupt the content, but rather that the advertising appear before starting an episode or movie.
“In April, we announced that we would introduce a new, lower-priced ad-supported subscription plan for consumers, in addition to our current ad-free Basic, Standard and Premium plans.“, explains Greg Peters, COO of Netflix, in the statement.
“Microsoft has the ability to support all of our advertising needs as we work together to build a new ad-supported offering. More importantly, Microsoft offers the flexibility to innovate for the long term in both technology and sales, as well as strong privacy protection for our members.“.
Mikhail Parakhin, president of web experiences at Microsoft, expresses himself in similar terms in his own Press release.
Microsoft seems like a powerful and reliable partner for Netflix. And it offers users more peace of mind, from a privacy standpoint, than Meta or Google.
Slowly, Netflix’s ad-supported fee is taking shape. Will it be the lifeline the platform needs?
Netflix has just released its new animated film, The Sea Monster. Also, spatial audio in some of his productions.
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