Why the Netflix-Microsoft Deal Spells Competition for Google

<p>Google is indisputably one of the best advertising platforms. With billions of monthly searches, it is an invaluable tool in our arsenal to help our clients reach their potential customers. The amount of marketing data they have, and continue to collect, allows for fantastic targeting. While search ads work well for most, it doesn’t work in every scenario. Despite how well Google works for advertisers, we’ve wished competition would emerge. Our wish may have been granted. While many new ads platforms have surfaced in recent years, Microsoft is standing out as one of Google’s most fearsome competitors. In Q1 of 2022, <a href="https://marketvantage.com/digital-marketing-mondays/episode-18-microsoft-acquired-xandr-improves-ad-offerings/">Microsoft acquired Xandr</a>. That move is beginning to bare fruit. Xandr is a digital advertising platform developed by AT&amp;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 you will adapt to deliver new ad formats such as video.</p> <p>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.</p>