Secondo Financial Timesl Financial Times, Netflix sta anche lavorando a una tecnologia pubblicitaria proprietaria.

La partnership con Microsoft sta per finire? Microsoft Netflix si è concentrata su nuove soluzioni per una pubblicità più mirata. Come evidenziato durante gli incontri con brand e agenzie all'ultimo Cannes Lions International Festival of Creativity.

The streaming behemoth made a notable presence at the event with a branded hotel party on the coast and an event featuring football star David Beckham.

During the Cannes Lions, Netflix met with advertisers and prospects to present the latest developments in its advertising offerings. These developments prioritize increasingly personalized and targeted ad formats.

Upcoming Innovation on Netflix advertising

According to the Financial Times, which spoke with some of the managers involved in the discussions with Netflix on the Croisette, one of the upcoming innovations would be “episode” campaigns consisting of a series of different but interconnected ads designed to avoid the annoyance of seeing the same ad repeatedly while watching a series.

Overall, Netflix is said to be studying the introduction of new and sophisticated ways of delivering advertising as part of a longer-term strategy. Within this project, there is a desire to enable brands to target their campaigns more directly, in a way that would not be possible on linear TV. The company also aims to use its proprietary data to create tailored advertisements while still prioritizing user privacy protection.

WORKING ON PROPRIETARY ADVERTISING TECHNOLOGY

The technological partnership with Microsoft could end next year, which would give Netflix more room to implement the aforementioned innovations. “They are building [their proprietary technology] behind the scenes.

Once they have it, they will become independent. Microsoft is the interim ad server, but things will change once there is proprietary technology,” explained the manager quoted by the American publication. Rumors about Netflix considering the development of proprietary technology had already surfaced a few months ago.

One of Netflix’s future goals is reportedly to bring advertising into its gaming offerings as well. Other managers interviewed by the Financial Times have noted that Apple may soon follow suit and introduce advertisements within its shows and products, as various hints already suggest.