TV Upfronts

YouTube Rolls Out Frequency Capping Tool in Upfront Week Debut

The digital video giant highlighted creators instead of TV shows during its annual Brandweek presentation

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As YouTube looks to be taken seriously among TV ad buyers, the tech giant was ready to put on a show during Upfront Week.

The company—which moved its annual Brandcast event from NewFronts to Upfront Week for the first time ever this year—took advantage of its venue at Broadway’s Imperial Theater on Tuesday night, where it rolled out a new frequency capping tool for marketers.

It opened the show with a through-the aisles performance from funk band Scary Pockets, culminating in an appearance from Grammy-award winning artist Jon Batiste.

Rather than debut a slate of content like traditional TV broadcasters, YouTube invited several of its creators to speak or perform onstage, including Patrick Starrr, Nija and megastar MrBeast.



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