Streaming companies have spent years chiseling their way into the upfront market. Few have done so as aggressively as Amazon, which is using the annual negotiation season as a beachhead for both its ad tech and streaming ad businesses as it kicks off this week.
“We’re not incremental to linear anymore. We’re competing at the broadcast level,” said Tanner Elton, Amazon’s vp of U.S. ad sales.
Speaking with Digiday, Elton argued that Amazon is now a fully-fledged member of the upfronts set, capable of going toe-to-toe with the likes of CBS, NBC, Fox or Disney with an entire portfolio of live sports rights.
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