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You see disolitude, that could change; Mercedes paying Microsoft the serve the best targeted adds, and Microsoft would be paying your comapny a fee, if the viewer is watching the channel your company is broadcasting at the moment the commercial is airing.

And when companies like Mercedes want's their adds served via the Azure framework, because their adds will be streamed anyway
No matter what channel or program the viewer(s) are watching, they will reach the maximum publicity anyway.

That way Microsoft would be the perfect broker, and they will try to overrule Google's and Adobe's format to be able to imply their own.