Category: In the News

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Future of TV Briefing: How AI agents will figure into this year’s upfront negotiations

This week’s Future of TV Briefing looks at the conversations that upfront sellers including Disney, Paramount and Warner Bros. Discovery are looking to have with advertisers regarding incorporating AI agents in ad buys.

  • The agentic upfront
  • Netflix’s first daily live show, Peacock’s subscriber-driver and more

The agentic upfront

Claude and ChatGPT aren’t negotiating upfront deals between TV and streaming ad buyers and sellers. But their ilk will be part of this year’s upfront negotiations.

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Why marketers are rethinking identity infrastructure

The ink was barely dry on Publicis Groupe’s deal to acquire LiveRamp before marketers started calling their partners and consultants. Not to make decisions — most aren’t there yet. Just to ask questions they hadn’t thought to ask before.

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The Business of AI

‘Moved that drop dead date’: Omnicom accelerates LiveRamp exit after Publicis deal

The first and most obvious question is whether LiveRamp will stay neutral. It’s a reasonable thing to wonder. It’s also, according to several ad execs, largely an agency concern dressed up as a marketer one.

Neutrality was always fragile

For them, the service is the service. Who owns the infrastructure matters less than whether it keeps working. The neutrality anxiety sits higher up the chain, with the agencies that compete against Publicis for business and have spent years routing their clients’ first-party data through a platform that now sits inside a rival’s house. There, the fear isn’t that Publicis will raid the data. It’s that a competitor now owns the infrastructure they’ve spent years depending on.

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