Upfront negotiations used to be about locking in access to the TV networks’ best shows, although with the dawn of digital, those conversations have evolved from simple haggling over discounts for bulk-buying ad space.
Digiday sources indicate that this year, negotiations have veered toward who controls the infrastructure of advertising itself — underscored by presentations from some of the biggest names in advertising.
Last week, media buyers were treated to back-to-back pitches from programmers eager to lay claim to their budgets, with Amazon Ads’ and YouTube’s offering standing out during a week-long beauty contest.
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