Programmatic is center stage at the upfronts
The Trade Desk
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‘A seat at the table’: Why programmatic deals are coming to the fore at the upfronts?
By Damian Fowler?
As media planners gather in New York for the annual upfronts, this season’s talking points are emerging: a debate about “alternative currencies,” the impact of a slowing U.S. economy, what constitutes premium content, and a Hollywood?writer’s strike?that threatens the production of that very content.?
Significantly, this is the first upfront since streaming viewership reached a new milestone last July, when it?surpassed?cable viewership for the first time. That fact underpins the changing economic model of this year’s upfront negotiations, which are more focused than ever on programmatic buying and selling. While the upfronts remain a legacy seasonal event, does programmatic dealmaking signal a shift in the market toward an “always on” model??
“Programmatic has a seat at the table within the upfront conversation…for the first time,” Samantha Rose, EVP of strategic investment at Horizon Media, tells?The Current. “We’re having a lot more significant conversations about how we want to activate and how we want to work together prior to the upfront.”?
Programmatic buying was present in previous years, she notes, but it often happened after the negotiations were complete, sometimes as an add-on. Now programmatic is becoming an integral part of the dealmaking on both the sell side and the buy side, she says. With Netflix joining the upfronts for the first time, and?five U.S. media conglomerates?all marketing their ad inventory tied to streaming, the marketplace has rapidly scaled as a precursor to this shift.?
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Just briefly?
Samantha Jacobson, The Trade Desk’s chief strategy officer, discusses the need to “re-plumb the internet” amid the race to replace cookies with a stronger solution for advertisers and users.?
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In this week’s For Context video, we discuss the origins of the upfronts as one of the oldest-running media processes while exploring its evolution with data and streaming services. ?
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Cloudy with a chance of engagement: How brands use weather signals to enhance advertising campaigns
By Chris Brooklier
Weather affects us from the moment we wake up every day. It dictates where many people choose to live and can have a major effect on what we buy. From the way weather shifts our moods to the types of items people buy in different climates, marketers are increasingly aware of this ever-present variable and the need to incorporate it into their marketing campaigns.?
Now marketers and media buyers can tap in to AccuWeather’s first-party data to enhance their advertising results across the open internet. These hyperlocal weather signals are a potentially huge tool in the toolbox for marketers to reach consumers at the right moment. Because weather affects every single person on a daily basis, this data opens up a global targeting opportunity.?
In a digital economy, weather can impact e-commerce activity, provide insights into shopping behavior, as well as allow advertisers to personalize products in the moment, according to a study by Adobe. In fact, Adobe projected that U.S. consumers will spend?$13.5 billion?extra in online purchases in 2023 because of weather, with rain accounting for $8.7 billion of that total.
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