Inside YouTube’s 2024 upfront pitch to advertisers

YouTube is updating its YouTube Select program that packages top creators’ channels, adding creator takeovers and introducing a new AI-powered ad product. May 16, 2024 [PRESENTED BY]( [Inside YouTube’s 2024 upfront pitch to advertisers]( YouTube is [updating its YouTube Select program]( that packages top creators’ channels, adding creator takeovers and introducing a new AI-powered ad product. More updates from upfront week: - 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. - ICYMI: [How upfront ad sellers’ ‘advanced audiences’ pitches have, um, advanced this year.]( Additional coverage: - Ad tech giant [Colossus is in hot water amid accusations]( of duping advertisers into buying audiences they never intended to target. Shocked by the allegations, several of them are now scrutinizing their ad buys with the ad tech vendor to check if they’ve been misled. - Streaming could [change the NBA advertising landscape](, say media experts. - Publishers' Q1 earnings show some promise in the digital ad market. [More in this Digiday+ Media Briefing.]( - As the crowded digital landscape challenges marketers to stand out, [B2B company Workday tests a B2C marketing strategy](. - [This edition of the Digiday+ Research Briefing]( examines how advertisers are approaching spend in the upfront market, what metrics marketers use to gauge ad campaign success on streaming platforms, and how brands, retailers and agencies are investing in programmatic ads. Other things to know about - Salesforce, TIME and Fortune Media are among this year’s Digiday Media Awards winners. [Check out the full winners announcement here](. - In light of addressability changes in the market, publishers are [going beyond first-party data]( and rethinking the fundamentals of their tech stack. Sponsored by PubMatic. - This new report from Klaviyo features statistics from a recent global survey on [how marketers are leveraging AI to drive growth](. Ninety percent of respondents say AI helps them improve the customer experience faster than they can on their own. Sponsored by Klaviyo. Top Stories Ivy Liu [Business of TV]( [Inside YouTube’s 2024 upfront pitch to advertisers]( YouTube is updating its YouTube Select program that packages top creators’ channels, adding creator takeovers and introducing a new AI-powered ad product. howdy! [The Programmatic Marketer]( [Ad tech vendor Colossus faces scrutiny for alleged mismanaging IDs]( Concerns stem from a report by ad transparency startup Adalytics, which discovered that Colossus was mislabeling IDs, leading to unintended ad purchases. 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 Clinch]( [Agencies and brands: What role is AI playing in ad serving?]( Tell us how you’re using data sources and generative AI in your campaign activation process, and we’ll send you a $5 gift card and the survey results. howdy! [Business of TV]( [How the NBA’s broadcast rights tussle could affect advertisers]( Streaming could change the NBA advertising landscape, say media experts. [Sponsored by Nexxen]( [Why advertisers are seizing the CTV opportunity]( While CTV was once considered a risky investment, it’s now seen as a lucrative opportunity for broadcasters and brands alike. howdy! [Strategizing for the Future]( [Media Briefing: Publishers' Q1 earnings show promise, but also room for improvement]( Publishers’ Q1 earnings show some promise in the digital ad market. Advertisement [Sponsored by A+E]( [Q&A: How advertisers are connecting attention to recall]( In this new Q&A, learn more about why attention is on marketers’ minds, how advertisers can use it and how they’re connecting it to recall. howdy! [Strategizing for the Future]( [How indie agencies will compete with holding companies during the upfront]( 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. howdy! [Marketing on Platforms]( [As the line between B2B and B2C marketing blurs, Workday taps humor in consumer-facing media channels]( As the crowded digital landscape challenges marketers to stand out, B2B company Workday tests a B2C marketing strategy. [All Latest Stories]( You received this email because you’re a member of the Digiday community. 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