The Medium
by Andrew A. Rosen
Deep insight and analysis of the media marketplace as the business models for "premium content" are redefined by creators, tech companies and 10 million emerging advertisers.
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 ...