Category: In the News

This week’s Future of TV Briefing looks at the terms on the tips of ad buyers’ and sellers’ tongues when talking about the upfront market.

• The upfront, defined
• Amazon’s upfront pitch, Roku’s outcomes pitch, AMC’s upfront pitch and more

The upfront, defined

TV and streaming advertising’s upfront cycle has its own patois. Everyday words like “flexibility” and “fluidity” take on new meaning. And each upfront sees certain buzzwords come to the fore. So on the eve of this year’s annual haggle, which officially kicks off with next week’s presentations in New York City, here’s a brief guide to what people are talking about when they talk about the upfront.

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Three months into testing ads, OpenAI has significantly changed. An ads manager is now up and running, pricing has come down and ad tech partnerships have been struck. What hasn’t shifted is the pitch to advertisers: we want test budget ad dollars, not search. That’s a notable position for a platform that just made performance-based buying available.

Marketers can now buy ads based on if they’re clicked on inside ChatGPT. When that option was reported by Digiday last month, the assumption was that OpenAI would start making the case for search ad dollars. After all, letting advertisers pay for ads that trigger a direct response from someone puts it structurally in line with how search advertising is bought and measured. According to OpenAI ad execs, that’s not the plan. On the contrary, the opposite is true. 

“No, I think maybe ChatGPT is a different kind of a place,” Asad Awan, ads and monetization lead at OpenAI, told Digiday during a press briefing. “So I think this is not the same as a discovery platform feed or pure search.” 

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