Can Ad Tech Provide an Alternative to Traditional Upfronts?

The coronavirus crisis has been a nightmare for the 2020 upfronts season.

Several buyers recently told Adweek it was unlikely they will be able to conduct upfront negotiations in the usual timeframe, which could have an impact on the 2021 TV schedule. Add these woes to adjusted audience behavior in light of cord-cutting, plus the long-term economic uncertainty caused by the coronavirus crisis, and the entire upfront model could be in question.

However, away from the glitzy sales pitches, emerging players believe they have found a model that can better assure media owners of revenue while providing buyers with upfront inventory guarantees. These companies believe this can serve as an alternative to how ad placement opportunities are traded in the future.

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