The ad industry reeled when Netflix chose Microsoft as the tech and sales provider for its new ad-supported streaming service over the presumed favorites Google and NBCUniversal parent Comcast.

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So, sure, GamePass is reasonably successful for what it is — but it definitely hasn’t changed the world like Netflix did to ...

It bought AT&T's adtech firm Xandr, which became a linchpin in securing its recent deal to power Netflix's ad-supported tier. Microsoft is also working on a plan to place ads inside free-to-play ...

Netflix pioneered the subscription streaming model in the way Microsoft is trying to do with Game Pass. Nintendo being Disney is kind of an obvious comparison with its mass family appeal.

Additionally, by reducing reliance on third-party partners like Microsoft, Netflix has gained more control over its advertising operations while cutting costs by eliminating revenue-sharing ...