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

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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.

Linda Yaccarino, chairman, global advertising and partnerships, NBCUniversal, urged advertisers to think about the importance of trust in marketing partnerships, and not just about the events of the past year, in a new blog post and note sent this morning to clients, agency and tech partners.




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