Netflix is launching its own ad server, bringing control of the advertising experience of its 270 million subscribers in-house. The company will use its new ad tech to create personalized ads that can be highly targetable, Netflix President of Advertising Amy Reinhard said onstage at the upfronts, providing brands with new ways to buy and to slice and dice consumer data. The deployment puts Netflix in the mix with other industry heavyweights like Google, Amazon and Comcast, which also operate their own ad servers. The move comes 18 months after Netflix entered the advertising business in partnership with Microsoft. Continue reading Netflix Takes Advertising In-House with Launch of Ad Server

With the success of “Red Notice” — the heist caper starring Ryan Reynolds, Gal Godot and Dwayne Johnson described as Netflix’s first stab at a film franchise — the streaming service has turned a corner, quelling resistance to making the first-run theatrical window an afterthought for direct-to-TV and Netflix’s 214 million subscriber households worldwide. Netflix has said it would spend $17 billion on original content in 2021, making it a talent magnet and major spender in Hollywood. The company plans to produce even more originals in 2022 and have them spread more evenly throughout the year (since the pipeline presumably won’t be interrupted with COVID-19 shutdowns). Continue reading Netflix Increases Its Production Spending, Acquires VFX Firm