Netflix reviews ad strategy, considers pivots from Microsoft

Also: Google's dominance on the buy side Digiday has learned that Netflix has procured the services of Jon Whitticom, formerly chief product officer at Comcast’s ad tech unit FreeWheel, as its “advertising platform advisor.” March 13, 2023 [Netflix is reviewing its ad strategy, considering 'build or buy' pivots away from Microsoft]( Netflix announced its Microsoft partnership in July as part of a pact that was expected to generate billions in advertising revenue for the online streaming service. Although, after a tricky start on Madison Avenue, it appears as if [Netflix is now considering alternative options]( on how to run its operations with potential outcomes including the streaming giant in-housing its ad tech. Additional coverage: - Pretty much everyone on the buy side is spending on Google. But while [agencies have displayed a very steady rate]( of spending and marketing confidence in Google, brands' spending and confidence have been a bit more up and down. - This [fifth and final — for now — explainer video]( on the DoJ's antitrust case against Google outlines how Google used its ad tech tools to put rival ad exchanges at a disadvantage and penalize the publishers that prioritized them. - With SXSW attendance slated to approach pre-pandemic levels this year, Amazon Prime, Paramount+, Slack and other brands [have immersive experiences in store]( for festival attendees. - Last week's Media Buying Summit captured the major challenges and obstacles media folk face day to day, but also shone a light on the solutions to those problems. More in this [Digiday+ Media Buying Briefing](. - Digiday published a limited, eight-piece series analyzing a fragmented social media landscape. To see the full series and participate in a "chat" about what we covered, [join Digiday here in our spin on an AOL chat room]( on the series. - For years, signing onto an esports org has been the end goal for many creators seeking safety and security. But in 2023, [the bottom has fallen out](. - As the media landscape ventures further into digitization and fragmentation, [public relations agencies expand their offerings]( to keep up. Other things to know about - Join us for the [Digiday Programmatic Marketing Summit]( from May 22-24 in Palm Springs, as we discuss important industry trends, challenges and connect attendees with leaders from McCann, Tombras, Mindshare and more. - For [companies working to realize the full potential of their martech investments](, the ability to tap external expertise often makes a significant difference. Sponsored by Sitecore. - By establishing relationships with almost every TV network within the U.S., MNTN’s platform [provides brands of all sizes access to all ad-supported premium content](. Produced in partnership with Marketecture. Top Stories Ivy Liu [Business of TV]( [Netflix is reviewing its ad strategy, considering 'build or buy' pivots away from Microsoft]( Digiday has learned that Netflix has procured the services of Jon Whitticom, formerly chief product officer at Comcast’s ad tech unit FreeWheel, as its “advertising platform advisor.” howdy! [Marketing on Platforms]( [Digiday+ Research deep dive: Google dominates in both marketing spend and confidence on the buy side]( Pretty much everyone on the buy side is spending on Google. But while agencies have displayed a very steady rate of spending and marketing confidence in Google, brands’ spending and confidence have been a bit more up and down. [Sponsored by Kerv]( [Report: Tactics for matching promotions, product availability and more]( Brands are layering interactive video elements into featured products, crafting a more engaging shopping experience. Advertisement howdy! [Marketing on Platforms]( [WTF is the Justice Department's ad tech antitrust case against Google?]( This series of explainer videos breaks down the primary aspects of the Justice Department’s accusations that Google has monopolized the ad tech market. [Sponsored by TheViewPoint]( [Report: Driving programmatic success with SSPs]( SSPs are helping publishers connect with new ad networks and DSPs to find buyers, optimize deals and provide valuable analytics. howdy! [Brands in Culture]( [Amazon Prime, Paramount+, Slack and others 'kicking it up a notch' with experiential efforts for in-person SXSW]( Brands like Amazon Prime, Paramount+, Slack and Porsche will have immersive experiences for festival attendees. Advertisement [Sponsored by Al Jazeera Media Network]( [Tackling roadblocks to globally inclusive advertising]( How global agencies buy media is often at odds with their goals of financing diverse publications and voices. howdy! [Evolving Agencies]( [Media Buying Briefing: Overheard at last week's Media Buying Summit in New Orleans]( The summit captured the major challenges and obstacles media folk face day to day, but also shone a light on the solutions to those problems. howdy! [Marketing on Platforms]( [Special report: How marketers are responding to a fragmented social media landscape]( A limited editorial series examining the state of social media — and how fragmented it has become. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. 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