Future of TV Briefing: How TV-streaming ad sellers are pitching fluidity in this year’s upfront market

This week’s Future of TV Briefing looks at how AMC Global Media, Disney, Paramount, TelevisaUnivision and Warner Bros. Discovery are combining their linear TV and streaming inventory for ad sales.

  • The fluidity upfront
  • YouTubers’ Hollywood takeover, Hulu’s shelf life and more

The fluidity upfront

Flexibility isn’t the only f-word being flung around in this year’s upfront.

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The case for and against publishers buying paid traffic 

Publishers are quietly leaning harder on paid traffic to offset referral traffic declines, treating it as a lifeline for audience growth in a world where search referrals may eventually “go to zero.”

For many audience development teams, the question is no longer whether to buy traffic, but how far they can push it without tipping into the kind of arbitrage that buyers and made-for-advertising (MFA) blocklists now punish.

Publishers haven’t forgotten the paid-traffic reckoning of 2023, when the ANA’s report on MFA sites prompted agencies to slam the brakes on arbitrage inventory. That crackdown cast a long shadow over paid traffic in general, and even reputable publishers now approach the tactic far more cautiously for fear of being swept onto MFA blocklists. 

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