newfronts

TV dealmaking has shifted to “always-on” models; “activation” is a classic bit of ad jargon; ChatGPT is sending more traffic to publisher.

Now that all the dust and confetti has settled after the upfronts, negotiations between marketers, agencies, networks and streamers are only just getting started.

Ever since 2020, TV upfront rates have declined; inconsistent metrics mean inaccurate results; plus, Roblox is touting its strong hold on its viewers’ (er, gamers’) attention.

Instead of simply watching ads on the big screen, consumers are now being encouraged to interact with those ads – a shift in marketing that was particularly apparent at the 2025 NewFronts presentations in New York City this week.

Does a connected TV DSP need lower take rates? Inside the battle among DSP’s to take on The Trade Desk’s dominant market position. Plus: an on-the-ground report from the TV Newfronts.

WPP’s GroupM is getting a new name; there’s no such thing as a TikTok ban at NewFronts; and Meta’s ad growth prospects might be plateauing.

Just before bringing the Jonas Brothers up on stage to celebrate their upcoming content partnership, Samsung made a curious announcement to attendees at their NewFronts presentation in New York City on Tuesday.

Why did Walmart buy Vizio? What happens when a CTV campaign turns on the S&P500+? Is Google losing its search engine edge?

According to Google, DV360 now reaches 98% of CTV households in the US and represents 5 billion hours of ad-supported watch time per month – roughly 40% more than The Trade Desk and 90% more than Amazon’s DSP.

At VideoAmp’s “Vampfront” presentation on Tuesday, I couldn’t help but be reminded of my favorite pop culture vampire stories (in a good way).