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This week’s Future of TV Briefing looks at the terms on the tips of ad buyers’ and sellers’ tongues when talking about the upfront market.

• The upfront, defined
• Amazon’s upfront pitch, Roku’s outcomes pitch, AMC’s upfront pitch and more

The upfront, defined

TV and streaming advertising’s upfront cycle has its own patois. Everyday words like “flexibility” and “fluidity” take on new meaning. And each upfront sees certain buzzwords come to the fore. So on the eve of this year’s annual haggle, which officially kicks off with next week’s presentations in New York City, here’s a brief guide to what people are talking about when they talk about the upfront.

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With year four of the Possible conference in Miami said and done, the time has come to focus on Cannes Lions — a festival that Possible is often compared to, somewhat unfairly. But the conversations that came out of the conference, which is headed by Christian Muche but owned by The Hyve Group, still resonate across several levels of marketing and media strategy.

Digiday, which is a media partner to Possible, sat down with several speakers and executives across a wide swath of the industry to capture their thoughts on the rapid advance of generative AI, the amount of concern over economic fluctuation and what they’re hoping to get out of Possible.

In this first installment of a two-part series, here are interviews with executives from Geico, news and information source 1440, market research firm Marketcast, media agency Mediaplus, Latin-focused agency CROING and Maybelline.

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