US EditionShould Data Be a Piece of the Upfront Equation?
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Should Data Be a Piece of the Upfront Equation?
Upfronts offer a forum for the sell side to showcase content, and the buy side to begin their pre-planning for advertising commitment. Now that we're entering the streaming-first upfront era, the ad industry has yet to elevate the importance of data into the upfronts. If meaningful advertising outcomes is the goal, data should have a place on the stage, as a critical piece of the equation.
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