Microsoft Partners with Channel 4, While Netflix Considers Independence
Microsoft's Xandr and Channel 4 enter a partnership that reflects both companies' interests in data and performance-driven solutions, which have been ramping up in the past few months. Meanwhile, Netflix is reportedly contemplating whether to build its own ad tech solution.
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.
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