Future of TV Briefing: Inside Warner Bros. Discovery’s programmatic upfront pitch

This briefing is made available to all Digiday readers through apartnership with sponsor DirecTV Advertising

This week’s Future of TV Briefing looks at how WBD’s programmatic advertising business has evolved with programmatic playing a bigger part in its upfront deals.

  • WBD’s biddable upfront
  • Netflix’s privacy suit, the upfront’s overarching pitch, YouTubers’ growth gurus and more

WBD’s biddable upfront

Upfront advertisers already represent a major share of Warner Bros. Discovery’s programmatic advertising business. “More than half” of the advertiser demand for WBD’s biddable inventory comes through the upfront, said Jill Steinhauser, group svp of platform monetization and partnerships at WBD, in an interview.

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Why Duluth trusts AI agents with bidding, but not brand storytelling

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There seems to be two schools of thought when it comes to agentic media buying. There are those who want to be at the so-called cutting edge, embedding AI agents in things like the process of buying ads and optimizing creative. Then, there are those who have drawn a line in the sand, allowing AI agents to brainstorm but leaving the decision making to humans. Duluth Trading Company finds itself square in the middle. 

“AI can get you to the finish line and you get to spend all your energy crossing the finish line,” said Ellie Uberto, director of marketing at Duluth. She was speaking during a live recording of the Digiday Podcast hosted during Digiday’s Programmatic Marketing Summit event, which was held May 6-8 in Palm Springs, Calif.

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