Why Marketers Need an Understanding of Connected TV to Navigate Upfronts

Opinion: A challenge for both marketers and brands

The television industry is undergoing a huge transformation thanks to the rise of connected TV (CTV) devices, which now reach the majority of American homes. As the marketplace where the vast majority of television inventory is still bought and sold, the upfronts can serve as a laboratory for industry buyers to determine how to evolve with the changing times.

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This story first appeared in the May 13, 2019, issue of Adweek magazine. Click here to subscribe.