Amazon is significantly impacting the traditional TV advertising landscape, stirring upheaval in the long-standing upfront sales negotiations as it asserts itself in media buying.
Media buyers suggested that Amazon's ongoing media-buying review has led to a slower pace in upfront negotiations as agencies reassess their strategies for leveraging Amazon's ad capabilities.
With its growing portfolio, including high-profile properties like 'Thursday Night Football' and 'The Rings of Power', Amazon is positioning itself to reshape ad sales dynamics.
As traditional ad negotiations face disruption from streaming, Amazon's influence and expansive offering in the ad-tech sector highlight the shifting landscape of TV ad sales.
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