And the Netflix deal is an endorsement of Microsoft’s rebound as high-tech competitor in the profitable ad world. After all, one could think of more than a few other potential ad tech partners Netflix might have chosen. Microsoft’s Xandr has the full ad tech stack: an ad exchange and ad server in addition to its DSP, so Netflix can do direct deals or expand into programmatic when the time is right. Unlike others who might have been obvious contenders to monetize the Netflix ad inventory, Microsoft won’t be competing to push its own video inventory. The duo could deliver the death blow, or at least mortally wound, traditional TV.

Source: Forbes August 11, 2022 00:53 UTC