Why the Netflix-Microsoft Deal Spells Competition for Google
Play • 9 min

Google is indisputably one of the best options for online advertising. With billions of monthly searches, it is an invaluable tool in our arsenal to help clients reach their potential customers. The amount of marketing data they currently have (and continue to collect) allows for fantastic targeting. While search ads work well for most, they're not the correct choice for every scenario. Despite how well Google works for advertisers, for many years we’ve wished competition would emerge.

Our wish may have just been granted. While many new ads platforms have surfaced in recent years, Microsoft stands out as one of Google’s most fearsome competitors. In Q1 of 2022, Microsoft acquired Xandr, a move that is beginning to bear fruit. Xandr is a digital advertising platform developed by AT&T for the sole purpose of ad placements in streaming media. Netflix recently partnered with Microsoft over Google and Comcast to deliver ads on their platform. They have recently had a declining customer base, and a free account tier funded by Microsoft ads may be the life raft they need. Microsoft isn’t the only company gunning for Google. With new platforms available, it is important to consider first-party vs third-party data, potential issues with attribution, and how your business plans to adapt to deliver new ad formats such as video.

In this week’s Digital Marketing Mondays, Hans and Devin discuss why Microsoft partnering with Netflix is a big deal and what you need to consider when exploring competitors of Google Ads.

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