Microsoft wins deal to serve ads on Netflix, edging out Comcast and Google

Netflix has hired Microsoft to provide the advertising technology for the streaming service's planned ad-supported tier, the companies announced Wednesday. Comcast's NBCUniversal subsidiary and Google were reportedly "top contenders" to serve ads on Netflix before Microsoft won the contract.

Microsoft will be the "global advertising technology and sales partner" for the "new lower priced ad-supported subscription plan," Netflix said Wednesday.

"Microsoft has the proven ability to support all our advertising needs as we work together to build a new ad-supported offering," Netflix said. "More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members." The ad-supported streaming subscription will be offered "in addition to our existing ads-free basic, standard and premium plans," Netflix said.