PREDICTING THE UPFRONTS
Is Digital Still A Safe Bet?
From economic uncertainty to the rise of connected TV, Evan Shapiro and Marion Ranchet predict a more cautious, data-driven Upfronts season where flexibility trumps tradition. With brands holding back big commitments, digital giants like YouTube, Meta, and Amazon stand to gain as safer, more measurable bets.Evan forecasts a continued move away from chunky upfront deals in favor of platforms that offer agility and proven ROAS. The Media Odyssey welcomes Ioanna Protogiannis (Sr. Director, Measurement and Reporting Solutions at LG Ad Solutions) who highlights the…
The skinny
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