TV Upfronts

Linda Yaccarino Talks Value of ‘Trust’ in Marketing Partnerships as Tech Platforms Beckon

‘It’s the hardest thing to build, and the easiest thing to lose,’ she says ahead of upfronts week

Connected TV players and other tech companies are aggressively courting linear ad dollars in this year’s upfront, following enormous shifts in viewing patterns during the pandemic—but the legacy publishers are now playing offense themselves, making their own pitch to marketers ahead of upfronts week.

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