After the string of upfront announcements, the exec has also been using Cannes to field questions from clients and would-be clients.
“We’re getting asked a lot about our tech roadmap and what our plan is there, and we’re seeing a lot of interest from clients in being closer to the content—so they want to know more about our integrated marketing experiences,” she explained.
It’s understood Netflix will roll out its adtech server by 2025, weaning itself off Microsoft’s adtech, which currently powers its digital ad serving. Microsoft will remain a programmatic partner for Netflix, with The Trade Desk, Google’s Display & Video 360 and Magnite also joining the roster starting this summer.
Though there have been ads on Netflix for around a year-and-a-half—and Netflix has been adding partners for advertisers to measure and verify the impact of campaigns, including companies such as Affinity Solutions, DoubleVerify, EDO, TVision and Nielsen—the streamer still lacks some technical capabilities that are table stakes for most of its competitors, ad buyers recently told ADWEEK. This includes tools like advanced targeting and buying inventory in biddable programmatic contexts.