Netflix Begins Testing Advertising On Its Platform For Select Users

By Nitish Singh / October 20, 2018

Netflix fans were left dumbfounded after the streaming giant revealed that the premium service would be introducing advertisements. While there are many ad-supported platforms, one of the biggest draws the streaming giant had outside of its exclusive content is the absence of any kind of annoying advertising. The company’s decision raised a lot of concerns, but a recent report seeks to address the issue.

The on-site behavioral advertising algorithm that is being implemented by Netflix for its 130 million users is quite different from how traditional advertising works on similar platforms. There are no third-party advertisements on the streaming service, and all of the ads are for other shows that you might be interested in.

Netflix’s advertisements for its content plays between episodes and can be skipped. They do not compromise the user experience in any way according to a report by The Next Web. The ads are only 30 seconds long and can be useful at recommending shows that users might be interested in, based on their tastes and preferences.

The advertising system is implemented in the platform’s “Play Next Episode” menu which appears at the end of an episode. Instead of the subsequent episode starting immediately, ads being to play immediately now and they offer users the option to skip them and move to the next episode. Considering episodes can last between 30 to 60 minutes, one 30 second skippable advertisement does not seem like a very large compromise.

Netflix seeks to promote its own content and not share user data with third party users. The company has no plans of sharing user data to advertisers or introduce external advertising on the platform either. The streaming giant has not confirmed if advertisements are here to stay or if they will be removing it in the future. It is still in a testing phase and yet to be permanently implemented on the platform. Users can currently opt out of advertising as well by disabling the Test Participation setting under Account settings.

What do you think of Netflix’s decision to introduce advertising on the platform? Let us know in the comments below. Also, to get instant tech updates, follow TechNadu’s Facebook page, and Twitter handle.

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