Microsoft’s acquisition of Xandr signaled the company’s renewed bet on advertising. Its global partnership with Netflix paves the way for it to compete in the rapidly growing connected-TV marketplace as both platform and tech vendor.
Microsoft renews its ad market ambitions and joins the CTV fray with the acquisition of Xandr and a Netflix partnership
The Analyst Team
Marija Masalskis
Senior Principal Analyst, TV, Video and Advertising
Marija Masalskis is a senior principal analyst for TV, Video and Advertising. She is based in Los Angeles and leads US market research across pay TV and online video, advertising and studio strategy.
Marija first joined Screen Digest (now part of Omdia) in 2007 in London, covering online video, digital music and connected devices research areas. During her tenure as the director of research for the New York based trade association Digital Content Next (formerly the Online Publishers Association), Marija compiled 2013-2015 annual and quarterly industry benchmarking studies and represented DCN on the Media Ratings Council and the board of the Advertising Research Foundation. Prior to returning to Omdia in 2020, Marija also worked in ad tech at the San Francisco branch of Index Exchange, a supply-side optimization platform.
Matthew Bailey
Principal Analyst, Media and Entertainment
As part of the Omdia channels, programming and advertising team, Matthew Bailey covers the global digital media sector, with a specific interest in digital media monetization strategies, ad-supported online video, digital advertising, ad-funded games, and games-related video content and platforms.
In his role as a Principal Analyst, his main research interests are in digital content and advertising. This includes mobile, social, and ad-supported online video (AVOD), within which Matthew provides analysis of key developments in online video content creation, vendor monetization strategies, and digital video advertising. He also writes on adjacent developments in the broader digital advertising market, OTT video, digital publishing, social media, video games, and next-generation forms of advertising, media and entertainment. Prior to joining Omdia, formerly Ovum, in 2015, Matthew worked as a senior research analyst at MarketLine. He holds a degree in English language and literature from the University of Leeds.
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2022 Trends to Watch: The New TV – Broadcasters, AVOD, FAST, and Advanced TV Advertising
Online video advertising is set to overtake linear TV advertising revenue in 2022. This report discusses the competitive landscape of the converging “new TV” market, where broadcasters, AVOD, FAST, pay TV, and OEMs compete and collaborate.
Report / 06 Dec 2021 / Marija Masalskis
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Disney+ to introduce ad-supported tier appealing to price-conscious consumers and bolstering the Disney–Hulu advertising walled garden
Disney+ will launch a hybrid AVOD/SVOD service tier in late 2022 in the US and internationally in 2023. The new tier will be offered at a discount compared with the ad-free tier, a pricing structure widely accepted by US online video consumers. Moreover, incorporating Disney+ into the Disney–Hulu omnichannel advertising walled garden will enable Disney to strengthen its ad ecosystem and compete effectively.
Analyst Opinion / 21 Mar 2022 / Marija Masalskis
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2022 Trends to Watch: GAMA, Big Tech, and Walled Gardens in Advertising
This report explores how Google, Amazon, Meta (formerly Facebook), and Apple (collectively GAMA) will drive the direction of the advertising market through five key trends to watch in 2022.
Report / 10 Nov 2021 / Matthew Bailey
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These are Omdia driven recommendations based on content that is both similar, and has been frequently visited by other users in combination with the content you are currently viewing.
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