'It's a head scratcher': The cases for and against Netflix picking Microsoft to power its advertising business

Netflix caught the TV and streaming ad industry by surprise in picking Microsoft to be its global ad tech and sales partner to support the streamer’s impending ad-supported tier. Digiday asked industry experts what the arguments are in support of the deal and against it.

July 15, 2022

Netflix caught the TV and streaming ad industry by surprise in picking Microsoft to be its global ad tech and sales partner to support the streamer's impending ad-supported tier. Digiday asked industry experts what the arguments are in support of the deal and against it. Additional coverage: Lipton is looking for ways to better appeal to millennial and Gen Z audiences. The tea brand, owned by PepsiCo, is doing so with experiential marketing including a festival hosted by T-Pain as well as digital video, social media and out-of-home spots featuring the entertainer. Last month, Outback released its first collection of NFTs, “Bloomin’ Buds,” which featured more than 8,000 iterations of illustrated onions. The restaurant chain wants to reach younger diners through NFTs and college sports. Sportswear giants are navigating how to both propel sustainability and ensure performance innovation. Take Adidas as an example. Just shy of two years into the role, Simone Oliver is stepping down as global editor-in-chief of Vice Media Group’s Refinery29. Other things to know about Open for entries: The Digiday Awards recognize the companies, campaigns and creatives modernizing media and marketing. Join an exclusive list of past winners that includes Salesforce, HP, VICE and more. Download this new guide to learn how marketers are using an evolved form of wireless data to power targeting of granular audiences. Sponsored by T-Mobile. Testing privacy-compliant identity solutions, marketers are increasingly looking to match their CRM data with hashed email. Sponsored by Stirista. Top Stories Business of TV 'It's a head scratcher': The cases for and against Netflix picking Microsoft to power its advertising business Netflix caught the TV and streaming ad industry by surprise in picking Microsoft to be its global ad tech and sales partner to support the streamer’s impending ad-supported tier. Digiday asked industry experts what the arguments are in support of the deal and against it. howdy! Brands in Culture Lipton is looking to be 'relevant for millennials and Gen Z' with experiential, digital ads as well as partnership with T-Pain It’s all part of Lipton’s branding strategy to position itself as a social agent and a builder of communities. Sponsored by Rollworks How marketers are preparing for the next shift in the industry Marketing teams are rethinking their audiences, focusing on the buyers that generate the highest-quality opportunities. Advertisement howdy! Beyond Ads 'Everyone is dabbling': Outback wants to reach younger diners through NFTs and college sports Last month, the Australia-themed steakhouse chain released its first collection NFTs, “Bloomin’ Buds,” which featured more than 8,000 iterations of illustrated onions that over three days evolved from being “sweet baby onions” and into teenagers before growing into full-grown roots. Sponsored by GeoEdge How publishers are winning the fight against clickbait Download this new guide to learn how publishers are identifying, flagging and preventing clickbait from damaging their UX and revenue. howdy! Brands in Culture Adidas is getting a leg up on Nike with new sustainable-fiber collection Sportswear giants are navigating how to both forward sustainability and ensure performance innovation. Adidas is managing to do both and is now lifting the curtain on its strategy with Terrex partner Spinnova. Advertisement Sponsored by Publishers Clearing House First-party data is unlocking the cookieless ecosystem for brands Brands are investing in first-party data to keep consumer connections intact but may require partners to help in this effort. howdy! Modern Newsroom Simone Oliver steps down as Refinery29 editor-in-chief Oliver had joined the Vice Media Group-owned publication in September 2020. howdy! Navigating Economic Instability For now, ad prices are decoupled from the economy Nothing says economic crisis like price fluctuations — and that includes ad prices. Or, at least they would in any other economic crisis. All Latest Stories Content & Commerce Why The Wall Street Journal is centering personal finance on its new commerce site Buy Side WSJ's new commerce site Buy Side is taking a 50/50 approach to content, featuring consumer products and financial advice.

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