Author: Tim Peterson

This week’s Future of TV Briefing looks at how this year’s upfront sets up for outcome-based buying in future upfronts.

• The outcomes upfront
• Scott Pelley’s exit interview, Accenture Song’s Whalar acquisition and more

The outcomes upfront

Outcome-based buying isn’t coming into the upfront this year, but this could be the year that brings outcome-based buying into the upfront in the coming years.

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Over the years, the automated, data-driven ad buying process that is programmatic has crept into the human-led negotiations that make up upfront negotiations. That’s come to a head this year.

That shift is seen at Disney and Warner Bros. Discovery, for example. In covering this year’s upfronts, Digiday reported that Disney sees 70% of its biddable inventory demand driven by upfront advertisers. Meanwhile, nearly half of Warner Bros. Discovery biddable demand stems from upfront advertisers. 

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