Netflix has revealed it plans to take the technology behind its advertising platform in-house after originally launching with Microsoft.
The streamer initially named Microsoft as its technology partner ahead of the launch of its advertising-supported tier in 2022.
But at its Upfront presentation in New York this week, Amy Reinhard, president of advertising at Netflix, said the change “will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today”.
Microsoft will continue as one of the platforms handling programmatic advertising for Netflix, but the streaming giant will also be making its ads available for programmatic buyers via The Trade Desk, Google’s Display & Video 360 and Magnite, reports Broadcasting & Cable.
Netflix’s ad-supported tier now has 40 million global monthly active users, a rise of 35 million a year ago, said the company.
