The Medium
by Andrew A. Rosen
The Medium delivers in-depth analyses of the media marketplace’s transformation as creators, tech companies and 10 million emerging advertisers revolutionize the business models for “premium content”.
Monday AM Briefing: If You're Still Wondering Why Netflix Went With Microsoft & Xandr
Five days later, it still seems like Microsoft was a bit of “a head-scratcher” for Netflix’s advertising partner.
Xandr, the programmatic video ad platform acquired from AT&T in December 2021, is not a competitive platform in video advertising (tech-savvy WarnerMedia executives passed on it as a back-end for HBO Max with Ads).
So why was Microsoft the best available partner?
Xandr, The X-Factor
Xandr is the fascinating X-factor here (no pun intended, but let's roll with it). For instance, Bowler wrote, “Xandr’s first-party data-led approach is an ideal fit with Netflix’s privacy-focused business model.” But given Xandr was hidden from view within its previous ...