Hasta La Creative!

Horizon CEO Bill Koenigsberg told Ad Age in 2011 that he thought the upfronts should move later in the year. “To commit in May or June six to eight months out, in terms of clients already knowing what their marketing position is going to be and what their true fall year planning is going to be, is quite premature,” he said then.

Now with more data to inform real-time targeting, the concept of a such an early commitment, although necessary in some scenarios, is even more flawed, according to Mr. Koenigsberg. The boss of the last-standing independent media agency of its size talked to Ad Age again about making commitments at the upfronts and newfronts, as well as other issues impacting the business, such as ad viewability online. Our conversation has been lightly edited.

Advertising Age: What will be the biggest change at the upfronts this year?

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