"“More and more, the default posture from brands is, 'I'm going to do an upfront with you, but I also want the flexibility, the addressability, the the attribution and measurement of a digital buy'... the large broadcasters, have responded to that,” he said, pointing to Disney's DRAX offering as an example."
"“It's a tech partner that has its own operated inventory, but they're a tech partner first,” said one senior agency executive, who de"
"Both companies still leaned heavily on the traditional spectacle - celebrities, sports rights, creator talent, and blockbuster programming - but the real sales pitch was less likely to generate headlines in tabloid media outlets: authenticated identity, commerce data, AI-assisted buying, measurement, and programmatic infrastructure."
"Mohammad Chughtai, vp of strategy and partnerships, MiQ, told Digiday that while content - or more importantly the audiences and attention it generates - is still at the core of the pitch, conversations around the management and engagements it enables, not to mention the ability to prove ROAS, are key to winning budget commitments."
Upfront negotiations have shifted from securing access to top TV programming and negotiating bulk ad discounts toward determining control of advertising infrastructure. Media buyers received pitches from major advertisers, including Amazon Ads and YouTube, emphasizing authenticated identity, commerce data, AI-assisted buying, measurement, and programmatic infrastructure. Premium content remains central, but the differentiator is the ability to manage engagement, prove ROAS, and provide digital flexibility. Brands increasingly expect addressability, attribution, and measurement for digital buys within upfront commitments. Broadcasters have responded with offerings such as Disney’s DRAX. Amazon is increasingly described by agencies as a tech partner with operated inventory and adjacent ad inventory, rather than a conventional TV sales exercise.
#upfront-advertising #programmatic-advertising #ad-tech-infrastructure #measurement-and-roas #identity-and-data
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