"We have PMPs that are more of a fixed commitment or at least have some guardrails of spend plus-minus X dollars and you'll get something within reason," said one agency executive.
These firmer PMP deals also appear to be part of a trend toward PMPs - with Disney recently opening up Disney+ to PMP deals after previously limiting the streamer's inventory to direct and PG deals - and that trend seems to be a reflection of the TV and streaming ad market becoming a buyer's market in 2023, as the volatility.
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