Alistair Lattimore’s Post

📢 Netflix is making moves to attract advertisers ahead of the upfronts! With a 65% growth in ad-supported accounts and new partnerships with Kantar, Cint, and NCSolutions, Netflix is showing its commitment to providing robust metrics and addressing advertiser demands. 📈 This shift towards a stronger measurement infrastructure suggests Netflix is becoming a more viable advertising platform. Check out the full article to learn more about Netflix's ad monetization strategy:

🌍 Expedia is Netflix’s first global advertising partner to activate a multi-market campaign on the streamer’s ad-supported plan throughout 2024. The travel-booking platform will run a variety of ads localised for language and culture in the U.S., Canada, Mexico, U.K., France, Germany, Australia, Japan and Brazil. 📺 The partnership demonstrates why brands are betting on Netflix’s fledgling ad-supported tier, which provides global scale and the potential to meet targeted audiences where they are consuming content as linear TV consumption declines. 💰 If you want to reach a global audience, it's important to work with a global partner. A couple of years ago, I worked with a Swiss travel brand that wanted to reach people internationally and we came to the conclusion, it's better to work with a global platform - as it saves you money and time at the end of the day. #netflix #brandedentertainment #brandedcontent #streaming #futureofmedia

Recently, I had the pleasure of talking with ExchangeWire about Netflix and whether the streaming giant should build, rent, or buy its Adtech platform. In my opinion, building and owning its own AdTech platform would be the wise thing to do, compared to just using the Microsoft one. It would be beneficial in terms of owning an ad tech platform, but also being able to convert it into a walled garden offering valuable audiences to brands and agencies without its data ever leaving its own systems. Netflix is still testing the (advertising) waters, as its ad-supported tier is still relatively new. Nevertheless, it’s said to have grown from 600,000 monthly active users (MAU) in the months following its launch to around 1 million MAU at the beginning of 2023. Considering that Netflix’s advertising business is still in the process of development, it’s a great opportunity for the streaming platform to build its own AdTech platform and scale organically together with its advertising business. What should Netflix do in your opinion, let me know in the comments ✍️ You can read the full interview here 👇 https://lnkd.in/d5WcvWdz #netflix #microsoft #streaming #adtech #martech #advertising #marketing

Expedia Group Pioneers as Netflix's First Worldwide Ad Ally 🌍 Expedia Group becomes Netflix's inaugural global advertising partner, set to showcase localized ads across key international markets. 📺 Tailored for diverse languages and cultures, Expedia's ads will feature in the U.S., Canada, Mexico, U.K., France, Germany, Australia, Japan, and Brazil, enhancing viewer experience on Netflix's ad-supported tier. 📊 Additionally, Expedia steps up as an alpha measurement partner in the U.K. and Brazil, pioneering new ways to gauge ad impact. Is Expedia's groundbreaking collaboration with Netflix a strategic leap into the future of global advertising? 🌐 Targeting over 23 million global monthly active users of Netflix's ad-supported tier, this partnership harnesses the power of localized content and storytelling. 🎬 The campaign kicks off in Japan with “Two Step,” a 60-second spot directed by Hiro Murai, symbolizing the blend of global travel dreams and local cultural narratives. Expedia Group's bold move with Netflix signifies a shift in global advertising dynamics. How will this partnership reshape the landscape of targeted, culturally nuanced advertising? Share your insights on this evolving trend. #Expedia #Netflix #GlobalAdvertising What’s your take on this innovative advertising collaboration? 🌐📺🤔

The latest news about Netflix ventures in advertising suggests the streaming giant might be looking at building its own AdTech platform. As the CEO of a company that specializes in building AdTech platforms, I wasn’t at all surprised by this news. At Clearcode, we’ve worked with various companies, many of which are in a similar position to Netflix, to explore the “build” option with us. We even built an AdTech stack for a very similar company to Netflix that was in the exact same situation (link to the case study below for the details). Building an AdTech platform isn’t going to be the best option for every company, but for companies like Netflix, there are strong arguments for it. In short, the main advantages of building an AdTech platform are: - Full control over the tech, including the features, integrations, and product roadmap. - Better integrations with existing systems, e.g. Netflix's streaming service. - Ownership and protection of its data — Netflix can allow advertisers and agencies to target its audience without its audience or user data ever leaving its systems. - Saving on fees and commissions — no more markups on the price of its inventory, licensing fees etc. (this could save Netflix hundreds of thousands or even millions of dollars). But what about buying an AdTech platform? Brian Wieser, CFA from Madison and Wall said it perfectly in the Digiday article: “if you buy some other entity [with a full ad tech suite], then you’d have to abandon other revenue streams which means you’re paying for something you’re not going to get.” For Netflix, buying an existing AdTech platform would be a colossal waste of money. https://lnkd.in/dKXNnwni Questions, queries, or comments? Let me know in the comments section below. And if you’d like to learn more about what’s involved in building an AdTech platform, then DM me to set up a time to chat. #adtech #martech #netflix #walledgarder #programmaticadvertising #streamingservices