What are the advantages of Microsoft's ad platform for marketers?

Microsoft's ad platform offers several advantages for marketers. Firstly, it manages the fourth largest ad platform on the market, generating nearly $15 billion in annual revenue across LinkedIn job postings and Bing searches. Secondly, Microsoft's recent acquisition of consumer ad platform Xandr from AT&T expands its reach to include Xandr's connected TV business, the Xbox platform, and Netflix's userbase. This provides marketers with a wider audience and more diverse advertising opportunities. Lastly, Microsoft is the only ad tech giant without a streaming library, which can be an advantage as it allows for more flexibility and innovation on both the technology and sales side. It also offers strong privacy protections, which is crucial in maintaining trust with consumers.

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So how did Netflix choose Microsoft?Microsoft manages the fourth biggest ad platform on the market with nearly $15 billion in annual revenue across LinkedIn job postings and Bing searches. But crucially, Microsoft acquired a consumer ad platform Xandr from AT&T just last month. This new deal would give marketers access to not only Xandr's connected TV business, but the Xbox platform, and now, Netflix's userbase. Also, Microsoft just so happens to be the only ad tech giant without a streaming library, which, didn't hurt. Netflix operating office Greg Peters also said choosing Microsoft "offered flexibility to innovate over time on both the technology and sales side" and offered "strong privacy protections for our members." Netflix's subscribers are its moat, so it wants to protect them from invasive ads or more will unsubscribe.

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