""Clients are really focused in not so much what's new, but they're asking what's working and where they can both get scale and business outcomes - everything to drive business outcome, and using data to be able to do that.""
""You still have to go to two or three different partners to cobble together the measurement piece and ultimately what the outcome was.""
""A lot of it is just improving efficiency, and getting better at determining outcomes through closed-loop attribution options.""
The NewFronts showcased major digital and social players aiming to attract ad dollars by emphasizing new content and improved measurement. The upfront marketplace is evolving as buyers seek flexibility and effectiveness in long-term commitments. Clients prioritize understanding what works to achieve business outcomes, relying on data for decision-making. However, challenges remain in measuring outcomes effectively, often requiring multiple partners. Closed-loop attribution options are emerging to enhance outcome determination, improving efficiency in advertising strategies.
Read at Digiday
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