Why Marketers Should Leverage Programmatic in Upfront Buying

In this Magnite Minute, Beau Ordemann, Head of Advanced TV Sales and Strategy at Verizon Media talks about why the upfronts still serve an important purpose for marketers and programmers.

One of the ways the upfronts process is evolving is that more and more marketers are activating their upfronts buys programmatically. In addition to increasing operational efficiencies through consolidation, programmatic also centralizes reporting and measurement. The upfronts aren’t going away but evolving to best serve buyers, sellers and ultimately consumers.