Lurking in the shadows of New York City’s upfronts season, Streaming Media NYC – returning to the Big Apple after several years in Boston – was buzzing with the sound of media executives from Paramount, Amazon, Roku and even Uber. One elephant in the room, however, was Netflix’s move to bring ad tech in-house from 2025, and how the streamer’s rip and replace job will see a number of fingers burned in the ad tech realm, while others get rich. We are surprised it has taken the streamer this long to confirm the decision, but in the frenzy to launch an ad-supported tier in late 2022, Netflix chose speed over efficiency, opting to contract Microsoft as the chief ad tech…