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.
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Microsoft renews its ad market ambitions and joins the CTV fray with the acquisition of Xandr and a Netflix partnership
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The Analyst Team
Matthew Bailey
Follow AnalystSenior Principal Analyst, Advertising
Matthew Bailey leads Omdia’s advertising research, covering the global digital and traditional media advertising sectors. Matthew’s research focuses on the ad operations of big tech players, TV broadcaster advertising strategies, ad-supported online video (AVOD/FAST), retail media, and the evolving connected TV advertising landscape.
He also has expertise in—and produces research into—the broader media, entertainment, and technology industry, including OTT video, digital publishing, social media, video games, and consumer platforms and devices.
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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