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Digital media to claim over half of upfronts spending, forecast says

May 10, 2023

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Transition is one theme underpinning this year’s upfronts season. Legacy players are shaking up strategy or even tapping out of the media-buying bonanza — maybe for good — while fresh entrants like Netflix are pushing to get their CTV offerings off the ground. A pandemic-accelerated shift to streaming and CTV continues to take hold, while conventional TV’s backward slide feels sharper in a rocky economy that has seen ad budgets tighten.

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