On July 13, Netflix and Microsoft announced an agreement of key importance for the launch of the streaming giant’s new lower-priced ad-supported plan. According to information released by the OTT, Microsoft has become its global advertising technology and sales partner. The global scope of the agreement confirms Netflix’s aim to make the new option available worldwide.

In its news release, Netflix states: “Microsoft has the proven ability to support all our advertising needs as we work together to build a new ad-supported offering. 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.”

Netflix concludes: “Our long term goal is clear. More choice for consumers and a premium, better-than-linear TV brand experience for advertisers.”