Comcast and Google emerge as top contenders to serve ads on Netflix

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Comcast's NBCUniversal subsidiary and Google are the "top contenders" to serve advertisements on Netflix when the streaming service rolls out its planned ad-supported tier, The Wall Street Journal reported on Wednesday. Netflix "is still in the early stages of developing the strategy and has explored a range of tie-ups in recent weeks," the WSJ wrote, citing people familiar with the matter.

A deal with NBCUniversal would likely mean that "Comcast's video ad unit, FreeWheel, would supply technology to help serve up ads, while NBCUniversal's ad-sales team would help sell ads in the US and Europe," the report said. The Alphabet-owned Google, of course, has plenty of experience serving ads, including on its own YouTube and YouTube TV video platforms. Netflix already uses Google's ad-buying tools.

A deal with either NBCUniversal or Google would likely be exclusive, the WSJ report said. Comcast/NBCUniversal and Google aren't the only contenders, as "Roku has also had early talks with Netflix about ad partnerships," the report said. The Information reported last week that Netflix executives recently "met with representatives of both Roku and Comcast to discuss arrangements under which those companies would handle either the ad sales or the technical infrastructure for Netflix's forthcoming ad-supported tier of service."