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Netflix Plan to Introduce Commercials Draws Shock, Questions From Ad Agencies

  • Advertisers want more details before embracing new strategy
  • Netflix to join flock of streaming services with commercials
Netflix Illustrations Ahead Of Earnings Figures
Photographer: Gabby Jones/Bloomberg

Netflix Inc.’s revelation that it will introduce commercials was met with a mix of shock, cheers and skepticism from an advertising community that’s been shut out of the streaming service up to now.

“I thought, there’s no way it’s going to happen,” said Brian Wieser, global president of business intelligence at GroupM, a WPP Plc company whose clients include Ford Motor Co., Google and Unilever Plc. “It’s such a 180 from what they stood for.”