Future of TV Briefing: How upfront ad sellers’ ‘advanced audiences’ pitches have, um, advanced this year

Thanks to Disney for sponsoring Digiday’s upfront coverage and presenting this edition of the Digiday+ Future of TV Briefing, normally available exclusively to paying subscribers.

This week’s Future of TV Briefing looks at how ad buyers’ and sellers’ discussion around advanced audiences is different in this year’s upfront market.

• The advanced upfront
• Disney tops TV watch time
• Streamers’ talent payment terms, Netflix’s NFL talks and more

If you sat through any of this week’s upfront presentations, you’ve likely heard the words “advanced audiences” (or its synonyms “strategic audiences,” “data-driven audiences,” etc.). The buzzword isn’t new. TV and streaming ad sellers have been talking up their targeting capabilities since before the pandemic. But there is a new aspect to the pitch this time around.

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