Is Google Dropping Steam In The Advert Market?


In one other turbulent transfer within the market, Netflix introduced it chosen Microsoft as its promoting associate and gross sales associate.

Satya Nadella, Chairman & CEO of Microsoft, confirmed this information by way of Twitter on Tuesday, July thirteenth.

Whereas Microsoft celebrates this triumphant partnership, that is the newest instance of Google’s shedding battle within the promoting market.

A Transient Timeline Of The Market Shift

Simply again in February, The Commerce Desk initiated the deprecation of Google Open Bidding from its platform.

Catherine Patterson, Normal Supervisor of Writer Growth at The Commerce Desk gave us an official quote on their determination of eradicating Google Open Bidding.

  • “Our advertiser shoppers have grow to be more and more conscious of how Google’s Open Bidding platform tilts the market in favor of sure gamers. With that in thoughts, we launched OpenPath, which gives publishers the flexibility to combine immediately with advertiser demand on our platform creating an goal, environment friendly benchmark.  Moreover, the help we obtained from each the purchase and promote facet after deprecating Google Open Bidding is extraordinarily encouraging with media spend redistributing to extra open, goal, and clear paths. Different companions following swimsuit in deprecating Open Bidding is a good step towards a extra aggressive and truthful public sale.”

Quick ahead a number of months, two different DSPs, Yahoo and Amobee adopted swimsuit of the Commerce Desk and eliminated Google Open Bidding in June.

On the identical day because the Microsoft and Netflix announcement, Digital Turbine additionally introduced its new, unified model after its spherical of acquisitions of AdColony, Fyber, and Admire. These are cell advert platforms and advert know-how on the DSP facet.

This makes 9 main digital ecosystems taking again some management of {the marketplace} from Google – all inside the final six months.

Microsoft Takes Middle Stage

Microsoft has quietly made strides within the market the previous few years.

Nevertheless, its most up-to-date efforts prior to now 12 months have proven they’re able to take extra actual property within the advert market.

In December 2021, Microsoft introduced its plan to amass Xandr from AT&T. The objective of this acquisition was to assist speed up the supply of its present digital advert and retail media options. 

The Xandr acquisition was a significant transfer into the open net for Microsoft, who had beforehand been recognized for staying within the Search and Native advertisements house.

The Netflix & Microsoft Partnership Particulars

Netflix was seeking to associate with a significant advert platform as they unveiled their first-ever ad-supported subscription providing.

Whereas shoppers have not taken properly to the advert subscription providing, advertisers can be delighted by the advantages that include the partnership.

So, what’s in it for entrepreneurs? In its early levels, we all know that Microsoft advertisers can have:

  • Entry to the Netflix viewers
  • Entry to Netflix premium Linked TV stock

It is a large alternative for manufacturers to increase their presence on a highly-viewed platform. The extra viewers focusing on and potential segmentation of its demographics and behaviors will even provide help to create a extra refined, focused method to video advertisements.

As advertising and marketing budgets grow to be extra scrutinized as a consequence of rising prices, extra correct and related focusing on is a should in each promoting effort. And, the extra advert platform helps unfold obtainable stock additional – serving to preserve CPMs and CPCs at bay (for now).


Why did Netflix select Microsoft as its most popular associate? Greg Peters, COO of Netflix acknowledged:

  • “Microsoft has the confirmed skill to help all our promoting wants as we collectively construct a brand new ad-supported providing. Extra importantly, Microsoft supplied the pliability to innovate over time on each the know-how and gross sales facet, in addition to sturdy privateness protections for our members.”


For those who haven’t thought of Microsoft as a possible advert platform to your model, now’s the time. With its ever-changing growth of choices, Microsoft now helps a number of model aims which are outdoors of its preliminary core providing of Search.

Will we see extra manufacturers take a stand towards Google within the advert market? Most likely. 

Whereas Google continues to be one of many important gamers on the open net, different platforms and applied sciences are lastly getting their probability to shine – the place entrepreneurs are the tip winners on this.

Featured picture: Primakov/


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