Streaming video services leave behind the ad-free experience, paying a monthly price you avoided the annoying queue of ads but that is in the past and now Netflix seeks to be an advertising technology company.
In accordance with The Hollywood Reporter, Netflix will become an advertising technology company. This announcement comes during its preview, in which the company also shared that its $7 per month ad-supported tier has 40 million monthly active users.
The ad-supported plan reportedly receives 40% of new subscriptions, while just six months ago in November it had 15 million users.
Bet on ads and Netflix is an advertising technology company
The great success that this is having new facet of Netflix is thanks to technology from Microsoft, with whom it joined in advertising and sales during 2022. But this will change as it is now an advertising technology company.
Microsoft had been Netflix’s ad tech partner since the ad plan was announced, but will now be joined by Google, The Trade Desk and Magnite.
Netflix advertising chief Amy Reinhard says the company is building an internal ad tech platform that will offer marketers new ways to buy and measure.
Creating our own advertising technology will allow us to enhance the advertising plan with the same level of excellence that has made Netflix the current leader in streaming technology. Amy Reinhard
Netflix also announced a series of measurement and verification partners that will help measure the reach and effectiveness of its ads, including Affinity Solutions, DoubleVerify, EDO Inc, Integral Ad Science, iSpotTV, Kantar, Lucid, NCSolutions, Nielsen and TVision.
Video streaming services are now the new cable companies.
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