'Fasten your seat belt': What to watch for in this year's TV and streaming advertising upfront market

Agency and TV network executives expect a slower pace to this year’s dealmaking cycle, as advertisers’ budgets stay soft. May 13, 2024 [PRESENTED BY]( [‘Fasten your seat belt’: What to watch for in this year’s TV and streaming advertising upfront market]( Agency and TV network executives [expect a slower pace to this year’s dealmaking cycle](, as advertisers’ budgets stay soft. Happy upfront week: - Digiday+ Research surveyed brand, retailer and agency professionals earlier in the second quarter to get an idea of [how marketers plan to spend during this year's upfront](. Additional coverage: - This year, some brands’ gaming budgets have returned to pre-COVID levels, [forcing gaming and esports talent managers to pivot to keep up](. - Right-wing political groups are [making a habit of targeting corporate shareholders]( in efforts to roll back environmental and social initiatives in the private sector. - Dentsu’s latest new product is Merkury for Media, which aims to place all of its media for clients against first-party data coming out of Merkury, a global data, identity and insights platform. [More in this Digiday+ Media Buying Briefing.]( - Snap has been slowly gaining ad dollars [with ad platform improvements and ad incentives]( to bring advertisers back into the fold. - At this week’s Google I/O 2024, its many marketers will be tuned in for any [updates on the future of generative AI and search](. - ICYMI: [It's been two weeks (ish) since Google announced the third delay]( to its long-gestating plan to rid it's browser of third-party cookies — just about enough time to get over the shock of the utterly predictable. Other things to know about - Offer extended: [Join Digiday+]( and get 12 weeks for the price of 6. This offer ends Friday, May 17. - As brands look to grow, a tech stack that [addresses current needs and anticipates future requirements](—including new product lines, brands and geographies — has become essential. Sponsored by Klaviyo. - To make the most of a unique story, Campbell’s needed to identify the right talent during the holiday season and [deliver impact across its diverse audience](. Sponsored by A+E. Top Stories Ivy Liu [Business of TV]( ['Fasten your seat belt': What to watch for in this year's TV and streaming advertising upfront market]( Agency and TV network executives expect a slower pace to this year’s dealmaking cycle, as advertisers’ budgets stay soft. howdy! [Business of TV]( [Digiday+ Research: How advertisers are approaching spend in the upfront market]( Digiday+ Research surveyed brand, retailer and agency professionals earlier in the second quarter to get an idea of how marketers plan to spend during this year’s upfront. SPONSORED BY [Logo] [Why enriched small business data is crucial for B2B and business marketers]( [img]( B2B and business marketers often need help connecting effectively with small and medium-sized business accounts. Some of this is due to the difficulty in reaching SMBs effectively with the tools available. Through Intuit’s SMB MediaLabs, business marketers can reach business audiences based on Intuit’s first-party data, taking their marketing efforts to another level with accuracy and efficiency. This first-of-its-kind B2B media network is focused solely on small businesses, leveraging unmatched data via Quickbooks to reach SMB audiences for ultimate success. [Learn More]( [Sponsored by Activision Blizzard Media]( [Brands are leveraging consumer insights to reach unique gamer audiences]( A nuanced understanding of gaming audiences is crucial as the industry’s role in digital entertainment and consumer engagement continues to evolve. howdy! [Gaming & Esports]( [Why gaming and esports talent management is still growing up in 2024]( Like many businesses in the space, gaming and esports talent managers flourished following the COVID-19-sparked boom in gaming activity in 2021 and 2022. This year, however, some brands’ gaming budgets have returned to pre-COVID levels, forcing talent managers to pivot to keep up. [Sponsored by Wpromote]( [How brands are pivoting amid the looming TikTok ban]( While TikTok remains a powerful tool, brands are future-proofing their social media mix, working to ensure they’re fully prepared to make necessary shifts in the future. howdy! [Advertising around Politics]( [The Rundown: Everything you need to know about conservative activist shareholder proposals]( Right-wing political groups are making a habit of targeting corporate shareholders in efforts to roll back environmental and social initiatives in the private sector. Advertisement [Sponsored by Pubmatic]( [How publishers are responding to signal loss]( In light of addressability changes in the market, publishers are going beyond first-party data and rethinking the fundamentals of their tech stack. howdy! [Evolving Agencies]( [Media Buying Briefing: Is Dentsu's latest restructure the solve it needs to get back to growth?]( The latest new product is Merkury for Media, which aims to place all of Dentsu’s media for clients against first-party data coming out of Merkury, a global data, identity and insights platform. howdy! [Marketing on Platforms]( [Snap bolsters ad offerings and incentives to woo advertisers — but will they take?]( Snap has been slowly gaining ad dollars with ad platform improvements and ad incentives to bring advertisers back into the fold. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](