MediaPost: How Does Audience Buying Fit Into the Next Upfront?

Against the pull of traditional TV advertiser systems, habits and price biases, TV advertising’s upfront market for the 2019-2020 season — some $22 billion — hopes to move some business to audience-based guaranteed buys from age/gender-based deals. How much? Jay Prasad, chief strategy officer, VideoAmp, the TV/digital advertising technology company, says maybe around $3 billion worth next year — around 10% to 15% of the market.