Upfront Week: Addressable Making Progress on a National Scale

摘要

With upfront presentations in full swing this week (virtually, natch), networks are pulling out the glitz to promote their advertising opportunities over the next 12 months. Hopes are high for robust buying as Americans emerge from their pandemic cocoons. One word that may not be splashed across upfront stages in neon lights, but is definitely being talked about is addressable. “This is the year of build, and next year is the year of scale [for addressable]. You will see national addressable in this year’s upfront in terms of a growing opportunity,” Jason Brown, head of agency planning & strategy for addressable at WarnerMedia Ad Sales, told CFX.