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Facebook is throwing its hat in the upfront ring, not with a big, glitzy presentation of premium content but with what it’s calling Facebook Showcase.
Erik Geisler, the social network’s head of U.S. agency sales, said at a press event that Showcase transforms ad buying from a quarter-by-quarter opportunity to a way to purchase an entire season in advance.
It’s a new way of doing things for Facebook, but it jibes with common practice for broadcast and cable television networks.