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Netflix will stop using Microsoft’s adtech to power its digital ad serving, a source familiar with the matter told ADWEEK. Instead, the streaming powerhouse will build its own adtech server, which it aims to roll out globally by 2025.
Brands who want to buy ads from Netflix directly will have to use Netflix’s tech, the source continued. Ad servers are tech that manage media buying.
Microsoft will remain a programmatic partner for Netflix, but as a supply-side (SSP) and demand-side platform (DSP)—both enable trading Netflix inventory programmatically—and not as an ad server, the source said.
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