Heading into upfronts, buyers hope digital video platforms will help offset rising TV costs

[Digiday Daily] As a result of linear TV becoming more expensive, [ad buyers are looking to use the addition of digital video platforms like Amazon and Facebook to this year's upfront negotiating table as leverage to bargain for better deals from both traditional and digital video sellers.]( [Facebook is eager to trumpet its new initiatives to help publishers, in particular, local news providers.](But at the same time, executives are making pains to declare it is no savior for the industry. Conversation among advertisers, publishers, agencies and influencers at Advertising Week Europe indicated that influencer marketing [is finally growing up and coming closer to being a more typical media buy](. In the latest [Digiday's podcast](, writer and academic Dina Srinivasan discussed why antitrust is the way to deal with Facebook, how the dominance of Facebook and Google is different from the fleeting power of Myspace and Yahoo and what a likely federal regulatory remedy would look li For Digiday+ members: [EBay]( has launched a feature to let sellers target buyers who are "watching" an item but haven't yet purchased it. Learn how Target, Mattel and the PGA Tour are making TV addressable, shifting consumer behaviors and more at the [Digiday Future of TV Summit](. Amazon may have disrupted the e-commerce landscape, but there's still [an advantage to be gained by retailers that rethink their operations and build strong relationships with consumers](. Watch the on-demand webinar now. Sponsored by IBM.   [Heading into upfronts, buyers hope digital video platforms will help offset rising TV costs]( Tim Peterson Linear TV ad prices are rising despite shrinking viewership, leading ad buyers to turn to digital to shore up audiences and reset pricing. [How Facebook is spending more to ensure wary publishers rely on it less]( Max Willens The pilot program is designed to improve the spread of information among local news publishers looking to modernize their businesses.   [Data-driven and customer-focused: A pivotal moment for TV]( Sponsored Content Cadent TV is still incredibly effective at achieving broad awareness. That level of awareness isn't going anywhere, but TV is evolving and changing how marketers think about their customers' path to purchase. The catalyst is Addressable TV, which is changing the landscape for marketers, consumers and media owners. Sponsored by Cadent. [Advertising Week Europe briefing: Influencer marketing under pressure to show results]( Seb Joseph Chatter among industry execs at Ad Week predicted that 2019 will mark a turning point for influencer marketing. [Dina Srinivasan: Facebook is a monopoly, but breaking it up isn't the answer]( Aditi Sangal "The likelihood that anti-trust allegation is imminent is very high at this point.” [Optimizing the multitasking customer journey]( Sponsored Content Namogoo The online shopping experience is constantly evolving, with new technologies constantly impacting the customer journey. Hear from more than 1,300 online shoppers to better understand their habits and behaviors, including what factors most influence them to embrace -- or abandon -- their online shopping experience. Sponsored by Namogoo. [How video and mobile can boost your sports sponsorships beyond the arena]( Sponsored Content Facebook Last year, US sponsorship ad spend topped $2.5 billion and younger consumers -- millennials in particular -- are increasingly opting to spend money on experiences, like sporting events, over material things. For brands looking to drive engagement, there’s never been a better time to invest. Sponsored by Facebook.     [Events Title]   Shortlist Announcement: March 20, 2019 [Digiday Content Marketing Awards](   Shortlist Announcement: March 21, 2019 [Digiday Media Awards Europe](   March 21, 2019 [Digiday Retail Forum: Direct-to-Consumer]( New York, NY     [ALL EVENTS](     You received this email because you’re a member of the Digiday community [Digiday Media]( 1 Liberty Plaza New York, Ny 10006 [Change your email preferences or unsubscribe]( [Forward this email]( to a friend Did someone forward this to you? [Subscribe here](. ` [Unsubscribe from all Digiday emails](