Can Ad Tech Provide an Alternative to Traditional Upfronts?

NYIAX inks deal with DistroScale for 'upfronts every day'

two arms reaching out from cellphones and shaking hands
Can ad tech streamline the increasingly fragmented TV landscape? CSA Images/Getty Images

The coronavirus crisis has been a nightmare for the 2020 upfronts season, arguably the lynchpin event for the U.S. advertising industry where yearlong deals are thrashed out over the course of weeks.

@ronan_shields Ronan Shields is Adweek's programmatic editor.