Netflix is facing off against Google and Amazon on their own turf

Netflix announced on Wednesday that it will launch its own advertising technology platform just a year and a half after entering the advertising business. This move puts it in competition with other heavyweights in the advertising industry such as Google, Amazon, and Comcast.

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The announcement represents a significant change in the advertising approach of the streaming giant. Initially, the company partnered with Microsoft to develop its advertising technology, which allowed Netflix to quickly enter the advertising space and catch up with rivals like Hulu, which has had its ad-supported plan for over a decade.

A movement that affects 270 million customers

With the launch of its own advertising technology, Netflix is preparing to take full control of its advertising future. This strategic move will allow the company to create specific and personalized advertising experiences that will resonate with its massive base of 270 million subscribers.

“The incorporation of our advertising technology will allow us to enhance the advertising plan with the same level of excellence that has made Netflix the current leader in streaming technology,” says Amy Reinhard, President of Advertising at Netflix.

Netflix did not exactly say how its internal solution will change the way ads are presented, but it is likely to move away from generic ads. According to the Financial Times, Netflix wants to experiment with “episodic” campaigns, which involve a series of ads that tell a story instead of offering repetitive ads.

During the presentation, Netflix also pointed out that this summer it will expand its purchasing capabilities, which will now include partners such as The Trade Desk, Google’s Display & Video 360, and Magnite. It is worth noting that its competitor Disney+ also has an advertising agreement with The Trade Desk.

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Netflix has also highlighted the success of its advertising level, which has 40 million monthly active users worldwide. Six months after its launch, the advertising slot had about 5 million users.