Digiday

YouTube is almost too big to succeed in the annual TV and streaming advertising upfront market.

In today's fragmented landscape, the line between B2B and B2C marketing is increasingly blurry, and some business brands are taking a page out of consumer brand marketers' playbook to better reach audiences.

Agility and flexibility will be key for independent agencies to take on the holding companies as the upfront marketplace plays out over the next several weeks and months — especially as client expectations change as a result of a far more complex market.

Now that the OGs of TV content — NBC Universal, Fox, Disney and Warner Bros Discovery — have presented their upfront programming plans to thousands of media folk, the common theme among the presentations shows how much the industry has returned to its content roots: It’s all about the streaming. And sports.

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When CMOs suspect agencies are profiting off of their ad spend, they often become uneasy.

This year the agency plans to exit the programmatic open market and only purchase auction packages through PMP deals with a limited number of SSPs.

Tom Craig, Chief Technology Officer, Resonate In April, Google's Chrome team announced the decision to delay — yet again — the deprecation of third-party cookies, this time to 2025.

This article is part of a series covering our Programmatic Marketing Summit. More from the series →

At the Digiday Programmatic Marketing Summit, agency executives participated in closed-door town hall discussions, in which they were granted anonymity for their candor.