The Upfront Isn't Dead Yet. But It's Getting More Data-Driven

Advertisers are looking to address 'information asymmetry'

Key Insights:

In June, the Association of National Advertisers called for a “transformative shift” to the upfront as the novel coronavirus pandemic sent TV’s longstanding ad-buying process into upheaval.

On Wednesday, Marc Pritchard, chief brand officer of Procter & Gamble, one of the world’s largest advertisers, said the upfront process is “antiquated” and makes little sense for marketers.

But

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