Netflix To Take On Google and Amazon By Building Its Own Ad Server (techcrunch.com) 20
Lauren Forristal writes via TechCrunch: Netflix announced during its Upfronts presentation on Wednesday that it's launching its own advertising technology platform only a year and a half after entering the ads business. This move pits it against other industry heavyweights with ad servers, like Google, Amazon and Comcast. The announcement signifies a significant shake-up in the streaming giant's advertising approach. The company originally partnered with Microsoft to develop its ad tech, letting Netflix enter the ad space quickly and catch up with rivals like Hulu, which has had its own ad server for over a decade.
With the launch of its in-house ad tech, Netflix is poised to take full control of its advertising future. This strategic move will empower the company to create targeted and personalized ad experiences that resonate with its massive user base of 270 million subscribers. [...] Netflix didn't say exactly how its in-house solution will change the way ads are delivered, but it's likely it'll move away from generic advertisements. According to the Financial Times, Netflix wants to experiment with "episodic" campaigns, which involve a series of ads that tell a story rather than delivering repetitive ads. During the presentation, Netflix also noted that it'll expand its buying capabilities this summer, which will now include The Trade Desk, Google's Display & Video 360 and Magnite as partners. Notably, competitor Disney+ also has an advertising agreement with The Trade Desk. Netflix also touted the success of its ad-supported tier, reporting that 40 million global monthly active users opt for the plan. The ad tier had around 5 million users within six months of launching.
With the launch of its in-house ad tech, Netflix is poised to take full control of its advertising future. This strategic move will empower the company to create targeted and personalized ad experiences that resonate with its massive user base of 270 million subscribers. [...] Netflix didn't say exactly how its in-house solution will change the way ads are delivered, but it's likely it'll move away from generic advertisements. According to the Financial Times, Netflix wants to experiment with "episodic" campaigns, which involve a series of ads that tell a story rather than delivering repetitive ads. During the presentation, Netflix also noted that it'll expand its buying capabilities this summer, which will now include The Trade Desk, Google's Display & Video 360 and Magnite as partners. Notably, competitor Disney+ also has an advertising agreement with The Trade Desk. Netflix also touted the success of its ad-supported tier, reporting that 40 million global monthly active users opt for the plan. The ad tier had around 5 million users within six months of launching.
I cannot understand people paying anything for an (Score:5, Insightful)
"ad tier". But I never had cable TV either.
Re: (Score:2)
Well, you could pay for the ad-free tiers, but those are expensive. Meanwhile people are pushing ad tiers and heavy discounts of 50% or more off them. So in this age of higher costs, the option for some people is either give up Netflix, or have ads. If Netflix is providing your entertainment, then maybe going with the ad tiers, especially when it's a year for 50%+ off, may not hurt as much as no Netflix.
After all, $15/month, or some places are giving it to you with
Great! (Score:2)
Good idea (Score:3)
I wouldn't pay to be data mined and be served ads but if they're going to it, in house is far more trustworthy.
Re: (Score:2)
I'm not sure. Netflix will have your PII and other unique info about you. A company like Trade Desk doesn't have your PII but gathers a lot of info about your browsing. Why trust any of them?
Re: (Score:2)
"More trustworthy" in that you're less likely to be served up malicious code from an in-house ad server farm than some unmonitored third party.
Re: (Score:2)
I'm still not convinced.
shudder (Score:2)
create targeted and personalized ad experiences that resonate with its massive user base
The word they're looking for is "shudder", not "resonate".
Re: (Score:2)
Too late to Pause (Score:4, Insightful)
I really miss the PAUSE button on my streams. I don't just push it to go to the kitchen, I often want to capture a moment during the show to see some detail that goes by too quickly. But now that pause-screens are ad spaces, it's too late to pause this now-standard annoyance.
Meanwhile (Score:4, Insightful)
Re: (Score:2)
Why don't you take a seat?
The move is solely to stop paying Microsoft. (Score:3)
Sigh (Score:5, Insightful)
Another list of URLs to add to the pihole block list, or your adblocker of choice.
OH! THANK GOD! MORE ADS! (Score:2)
Because if there's anything we as a species need to worry about, it's the fact that there are still a few moments through the day where we aren't flooded with advertising.
It's not hard... (Score:2)
No one wants anymore fucking ADS!
We're all sick to death of being advertised at!
Take your ads and shove them up your ass!
With blackjack and hookers! (Score:2)
In fact, forget the ad server.