Marketers Should Adjust Their Budgets as Streaming Takes Over the Upfronts

Roku's Kristina Shepard suggests staying ahead of viewership trends

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Roku’s Kristina Shepard lays out new challenges posed by the TV upfronts as they are redefined in unprecedented ways. Below, she continues making the case for streaming as a viable alternative for ad spend.