It's obvious to us that we need to earn higher prices in the market," said an executive at one TV network and streaming service owner that plans to raise its streaming CPMs in this year's upfront negotiations.
"The fact is that particularly connected TV is a full-funnel product, and what retail media has enabled in providing transparency around shorter-term outcomes is a very, very important theme in terms of how budgets get allocated. And we're leaning into it heavily," said a second TV network and streaming executive.
The increased importance of connecting TV and streaming ads to business outcomes should probably be expected in an upfront cycle that will mark the first for Amazon to pitch Prime Video's ad-supported tier.
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