newfronts

TV dealmaking has shifted to “always-on” models; “activation” is a classic bit of ad jargon; ChatGPT is sending more traffic to publisher.

Now that all the dust and confetti has settled after the upfronts, negotiations between marketers, agencies, networks and streamers are only just getting started.

Ever since 2020, TV upfront rates have declined; inconsistent metrics mean inaccurate results; plus, Roblox is touting its strong hold on its viewers’ (er, gamers’) attention.

Instead of simply watching ads on the big screen, consumers are now being encouraged to interact with those ads – a shift in marketing that was particularly apparent at the 2025 NewFronts presentations in New York City this week.

Does a connected TV DSP need lower take rates? Inside the battle among DSP’s to take on The Trade Desk’s dominant market position. Plus: an on-the-ground report from the TV Newfronts.

WPP’s GroupM is getting a new name; there’s no such thing as a TikTok ban at NewFronts; and Meta’s ad growth prospects might be plateauing.

Just before bringing the Jonas Brothers up on stage to celebrate their upcoming content partnership, Samsung made a curious announcement to attendees at their NewFronts presentation in New York City on Tuesday.

Why did Walmart buy Vizio? What happens when a CTV campaign turns on the S&P500+? Is Google losing its search engine edge?

According to Google, DV360 now reaches 98% of CTV households in the US and represents 5 billion hours of ad-supported watch time per month – roughly 40% more than The Trade Desk and 90% more than Amazon’s DSP.

At VideoAmp’s “Vampfront” presentation on Tuesday, I couldn’t help but be reminded of my favorite pop culture vampire stories (in a good way).

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Excuses, Excuses Performance marketers blame two scapegoats for recent downturns in their sales or ROAS. The first is Temu, which has been pouring money into Google and Meta like it’s going out of style. The second excuse is that the Meta ad platform is […]

Meta’s NewFronts presentation on Thursday was Reely focused on AI. But seriously, folks, Meta has three intertwined obsessions right now: short-form video, the creator economy and artificial intelligence.

Debrief on the CMA’s biggest issues with the Privacy Sandbox highlighted in its latest report. Then, a vibe check on the Newfronts.

Appealing to advertisers’ better angels is never going to bring ads back to the news. But appealing to their bottom lines might.

In today’s newsletter: Roku and The Trade Desk expand their partnership; Instagram changes its content recommendation system; and the European Commission investigates Meta for potential Digital Services Act violations.

Google used its NewFronts stage to unveil updates to DV360 that should make it easier for advertisers to manage campaigns across Google and other connected TV publishers.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Location, Location, Location The FTC’s consumer privacy case against Kochava is back on the docket. Last year, the consumer watchdog accused the mobile app analytics platform of selling users’ geolocation data in an open market. However, the presiding judge threw out the FTC’s […]

Smart TV manufacturers held NewFronts presentations where they bragged about their automatic content recognition (ACR) data, which the industry has been putting on a pedestal because it can add a level of consistency to TV measurement.

The most interesting nuggets coming out of the NewFronts presentations this week are candid moments that reflect the debate raging between broadcasters, ad buyers and alternative measurement providers looking to dethrone Nielsen.

If the NewFronts is where buyers flirt with newer media channels and streaming services, the upfronts, which wrapped up this week, is where things start to get serious, as legacy broadcasters showcase their new content in the hopes that advertisers will put a ring on it – but this year, pretty much all of the major programmers had streaming on the brain.

It’s NewFronts season. A week of programmatic pageantry where the data-driven video and streaming media ecosystem plays dress up in an attempt to recreate the glitz and glamour of the age-old TV upfronts. But across the Atlantic, the industry is hard at work dealing with the harsh realities of the online era as advertising becomes a means of “psychological warfare.”

If you were at the Twitter NewFronts presentation on Wednesday evening in New York City and played a drinking game that required you to take a sip every time a Twitter executive said “Elon” or “Musk” … then you would have been stone-cold sober by the end of it.

It’s not surprising that AppTrackingTransparency and the end of third-party cookies on Chrome didn’t come up during the razzle-dazzle of Meta’s NewFronts debut this week. But advertisers have been asking about both a lot, especially for brands focused on commerce.

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Allison Branton, Head of Advanced TV Data Solutions, AnalyticsIQ. In 2020, nearly every industry was flipped on its head. TV advertising was no exception. The upfronts were cancelled, the streaming wars reached a fever […]

What are advertisers looking for during this year’s NewFronts? In Peter Naylor’s view, they want alternatives as audiences move away from commercially supported broadcast and cable to ad-free viewing environments. “The old ways are contracting and the old plays aren’t getting the same results as they used to,” said Naylor, Snap’s VP of Americas and […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Half Measure Almost a full year after Apple dropped its AppTrackingTransparency bombshell on the mobile developer world, Google is following suit … well, sort of. On Thursday, Google said that, starting next year, apps on Google Play will have to display details about what […]

This year’s NewFronts cemented streaming as a main vehicle to reach TV audiences following a massive shift in viewing behavior fueled by the ongoing COVID-19 pandemic. The theme of the IAB’s three-day event was “Living The Stream,” and this year’s presenters reflected the big changes in a programming market that has seen the launch of […]

Remember when telcos kept dropping billions on media and ad tech assets because they just couldn’t wait to activate their first-party data for advertising purposes? Didn’t pan out. This week on The Big Story, the team dives into the “why” in the wake of private equity firm Apollo Global Management’s $5 billion acquisition of Verizon […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Playing It Safe Who needs the razzle dazzle? There’s nothing sexier than safety and incremental reach, and Twitter touted both during its NewFronts presentation on Wednesday. “The TV-like quality of the content is clear,” said JP Maheu, Twitter’s VP of US client services. To […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. CTV On Top People love to talk about streaming surpassing linear TV viewership, and that trend shows no sign of slowing down. Digital video advertising is on track to account for more than half of total video ad spend and to outpace traditional TV […]