Buying ads on Netflix is like buying ads on a website circa 2005," said Mike McCarver, senior vice president of data solutions at Horizon Media.
Almost all of adtech was built for digital video," said Dave Morgan, chairman of media buying firm Simulmedia. "If I'm Netflix, I have no reason to support that. No one thinks the status quo of adtech is good."
Rain the Growth Agency has so far been a Netflix holdout due to its high cost. But it would be more likely to buy Netflix inventory for its clients if measurement improved, said Ryan Gilbert, vp of digital media.
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