The article discusses the evolving dynamics in programmatic advertising within the upfront market, highlighting the preferences of ad buyers for private marketplace (PMP) deals over guaranteed deals favored by sellers. It notes the ongoing tension as both buyers seek flexibility while sellers prioritize revenue security. Companies like AMC Networks and TelevisaUnivision are adapting by implementing specific conditions for PMP commitments, ensuring that ad performance thresholds are met, or else reverting to guaranteed deals to safeguard revenue.
"I think it's still going to be the network is going to say, 'If you want to do it, it's PG, and then if you want PMPs, we figure that out in market..."
"If somebody says, 'I'll commit $500,000 to you in the upfront; I want to buy it on a PMP,' it's like great. Your response rate has to be X..."
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