The upfront marketplace, long in the making this year, is nearing completion, as the major holding companies and larger independent agencies wrap their negotiations with the biggest of the sellers from traditional media giants to the major streaming services.
All that’s left to do is to finalize packages with any traditional media firms that don’t have some digital or streaming element, which includes mostly cable networks not owned by the aforementioned traditional media giants.
“From a partner perspective, we still have a lot of the long tail to go, but for the most part, most of our priority partner deals have been completed,” said one investment executive at one of the holding companies who, like all others reached for this story, spoke on condition of anonymity.
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