Future of TV Briefing: The programmatic state of play for this year’s TV and streaming upfront market

This week’s Future of TV Briefing looks at how the programmatic guaranteed versus private marketplace debate is shaping up as programmatic becomes an upfront fixture.

• Get with the programmatic
• Amazon’s studio chief exits, Disney’s DE&I dilemma and more

Programmatic has firmly become part of the upfront. “There was a huge swing last year,” said one agency executive, referring to TV network and streaming services being more willing to allow advertisers’ programmatic spend to count toward their upfront commitments.

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