Microsoft Partners with Channel 4, While Netflix Considers Independence

Programmatic ad solution providers Xandr – the Microsoft-owned platform best known for kickstarting Netflix’s ad tier – has found its first UK broadcast partner: Channel 4. The collaboration arrives on the heels of some reported instability between Xandr and Netflix, as the streaming giant considers moving its ad tech in-house.

The partnership between Xandr and Channel 4 will allow brands and advertisers to automate large-scale programmatic campaigns using Xandr’s Invest DSP, a bespoke self-service platform.