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Networks skeptical that advertisers could cooperate on a new system
While sales chiefs from the major broadcast networks said last week they would be amenable to making changes in the $9 billion-plus upfront ad-buying marketplace based on the wishes of advertisers, privately they question whether every media agency and advertiser would abide by a new system.
Advertisers last week spelled out their concerns about the upfront marketplace at the Association of National Advertisers’ annual TV Ad Forum.
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