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As Upfront season gets into full swing this week in New York, advertisers, marketers and network execs will come together in theaters across the city to talk fall TV: what's hot, what's not and just how much it's all worth. Viacom, however, is preparing another kind of presentation that aims to make the business of buying TV much more precise and transparent: the Datafront, which will take place in New York Tuesday, May 17.
Consumers have been watching TV across multiple screens for years, so data has been a key player in Upfront season for some time, but Viacom thinks it can package it better.
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