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How Netflix’s Martech Stack Delivers Personalization at Scale
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How Netflix’s Martech Stack Delivers Personalization at Scale
Let us start with the obvious. Netflix is playing a different game. When you operate at global scale with a user base that behaves nothing like a single audience, you either crack personalization at scale or you collapse under your own size. Netflix chose the first path and turned it into a competitive advantage so strong that most platforms now treat it as a benchmark. Their full year 2025 revenue forecast sits at USD 44.8 to 45.2 billion, whic…
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