Daily July 15

Netflix caught the TV and streaming ad industry by surprise in picking Microsoft to be its global ad tech and sales partner to support the streamer’s impending ad-supported tier. Digiday asked industry experts what the arguments are in support of the deal and against it.

Additional coverage:

• Lipton is looking for ways to better appeal to millennial and Gen Z audiences. The tea brand, owned by PepsiCo, is doing so with experiential marketing including a festival hosted by T-Pain as well as digital video, social media and out-of-home spots featuring the entertainer.
• Last month, Outback released its first collection of NFTs, “Bloomin’ Buds,” which featured more than 8,000 iterations of illustrated onions. The restaurant chain wants to reach younger diners through NFTs and college sports.
• Sportswear giants are navigating how to both propel sustainability and ensure performance innovation. Take Adidas as an example.
• Just shy of two years into the role, Simone Oliver is stepping down as global editor-in-chief of Vice Media Group’s Refinery29.