Sep
25
The Upfront Isn’t Dead Yet–But It’s Getting More Data-Driven
Posted in: UncategorizedKey Insights: P&G’s Marc Pritchard says marketers are disadvantaged by the current upfront model. Guaranteed low rates plus access to premium inventory make RTB unattractive to major advertisers. In June, the Association of National Advertisers called for a “transformative shift” to the upfront as the novel coronavirus pandemic sent TV’s long-standing ad-buying process into upheaval….
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