How automation and AI is reshaping the traditional upfront marketplace

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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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Ad Tech Briefing: The crunch conversations at Cannes Lions now Publicis is buying LiveRamp

When Publicis Groupe agreed to acquire LiveRamp for roughly $2.2 billion, the immediate reaction across ad tech was predictable: concern over whether one of the industry’s most important identity providers could continue to function as a neutral utility once it became part of a rival agency holding company.

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Ad Tech Briefing: The downstream implications of Publicis Groupe’s $2.2 billion bet on LiveRamp


But beneath the initial handwringing, more consequential questions are being asked. From here, agencies, marketers and ad tech vendors alike have to reassess who should control the infrastructure underpinning audience targeting, measurement and data collaboration.

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