Connected TV and Netflix advertising
Through Microsoft Invest and connected TV campaign infrastructure, advertisers access premium living room streaming inventory including Netflix's ad-supported tier.
The Netflix partnership and premium streaming footprint#
Microsoft is the exclusive programmatic ad technology and sales partner for Netflix's ad-supported global subscription tier. Through Microsoft Advertising and Microsoft Invest DSP, brands can place non-skippable video ads directly inside award-winning streaming entertainment.
Beyond Netflix, campaigns distribute across leading Connected TV apps including Roku, Discovery+, Paramount+, and Samsung TV Plus as outlined in Microsoft Video Solutions, 2026.
Technical video specifications and formats#
CTV campaigns require broadcast-quality video assets engineered for high-definition television displays:
- Durations: 15-second and 30-second non-skippable video spots.
- Aspect Ratio: 16:9 widescreen (minimum 1920 x 1080 Full HD; 4K supported).
- Frame Rate: 23.98, 25, or 29.97 fps (constant frame rate).
- Audio Standards: Stereo audio normalised to -24 LKFS (+/- 1.0 LKFS).
Household targeting and frequency management#
CTV campaigns target audiences by geographic market and demographics under Microsoft CTV Delivery Standards, 2026. Setting strict household frequency caps (e.g., 3 exposures per week) prevents viewer ad fatigue.
All CTV inventory is 100% pre-roll and mid-roll in premium, professionally produced streaming content.
Measuring incremental lift and cross-screen attribution#
Microsoft Advertising connects living room CTV impressions to subsequent desktop Bing search queries and website conversions through IP and household device graph matching.
Explore our Microsoft Ads Hub for comprehensive paid media frameworks.
Strategic playbook for streaming campaigns#
The matrix below contrasts CTV video campaigns with digital search for budget planning.
| Dimension | Connected TV (Netflix/Streaming) | Paid Search (Bing/Copilot) |
|---|---|---|
| Funnel Stage | Top-of-funnel brand awareness | Bottom-of-funnel demand capture |
| Pricing Model | Cost Per Mille (CPM) | Cost Per Click (CPC) |
| Engagement Type | 100% full-screen video completion | Active text/visual ad click |
| Primary Metric | Video Completion Rate & Lift | Conversion Rate & ROAS |
Frequently asked questions#
Can any advertiser run ads on Netflix through Microsoft Ads?
Yes, advertisers using Microsoft Advertising and Microsoft Invest DSP can access Netflix ad-supported inventory subject to budget and category clearance.
Are Netflix ads skippable?
No, CTV video ads on Netflix and major streaming platforms are non-skippable 15- or 30-second placements.
What is the typical pricing model for Microsoft CTV campaigns?
CTV campaigns are priced on a CPM (Cost Per Thousand Impressions) basis rather than cost per click.
Can I track website conversions from CTV ads?
Yes, Microsoft connects household TV impressions to subsequent website visits and conversions via cross-device attribution modelling.
What video file formats are accepted for Microsoft CTV?
High-definition MP4 or MOV files encoded in H.264 at 1080p resolution with standardised -24 LKFS audio.
Read more on this topic#
The Microsoft Ads Hub
Free tools, campaign guides and live news for every Microsoft Ads format.
Open the hubThe Microsoft Ads campaign types inventory in 2026
A practical breakdown of all ten Microsoft Advertising campaign types and where each belongs in a modern account structure.
Read the entryCampaign level settings and what each one controls
A thorough guide to Microsoft Advertising campaign settings, network distribution options, and location targeting rules.
Read the entryWhich campaign wins when two enter the same Microsoft auction
How Microsoft Advertising resolves internal auction competition between ad groups, match types, and Performance Max assets.
Read the entryReady to launch television-grade streaming campaigns?
folkfox plans and executes programmatic Connected TV and Netflix video campaigns with rigorous measurement.