Netflix will build its own adtech server to replace Microsoft's, requiring brands to use Netflix's tech for direct ad buying. Microsoft remains a supply-side and demand-side partner, while new programmatic partners include The Trade Desk, Google's Demand & Video 360, and Magnite.
Netflix aims to test its adtech in Canada in 2022, launch in the U.S. by Q2 2025, and globally by the end of that year, enhancing flexibility, control, and creating bespoke ad units. Microsoft Advertising expressed pride in their partnership with Netflix, remaining a programmatic partner moving forward.
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