HBO Max is back after a lengthy branding misstep: The pivot reflects the enduring power of HBO’s cultural and commercial identity.

Amazon debuts three new CTV ad formats: The updates are part of Amazon’s Prime Video ads push and promise to help brands reach highly engaged audiences.

NBCU highlights sports, streaming at Upfront event: The presentation outlined NBCU’s plan to offset declining traditional TV revenues.

Insights from IAB NewFronts: Streaming and AI innovation are transforming marketing—but in a period of rapid change and economic unrest, adaptation is key.

VideoAmp focuses on outcomes as CTV spend thrives: An exclusive EMARKETER interview demonstrates how the measurement challenger is elevating big data.

VideoAmp gains on Nielsen, partners with Televisa: The company’s Upfront event highlighted the major changes across the measurement landscape.

Why CPMs are falling at Upfronts: Increased inventory and viewership is causing streamers to soften prices during the buying season.

Nielsen and Paramount bury the hatchet: Measurement renewal deal offers a glimpse into the state of Nielsen competitors.

Netflix’s ad business reaches maturity: The company is launching its own ad tech stack ahead of Upfronts.

Disney will attract major attention at Upfronts: Ad-supported subscribers surpassed 157 million, giving it a leg up over the competition.

Amazon’s ad launch will define streaming for years to come: In less than a year, Prime Video became a top dog in streaming advertising.

Nielsen’s dominance begins to crack: A survey shows advertisers gaining confidence in the measurement firm’s biggest competitors.

Disney’s going for efficiency across the board: Ad sales will be largely automated by 2027, while content teams are streamlined behind the scenes.

Paramount ditches Nielsen, goes all-in on VideoAmp: The shakeup could help VideoAmp gain ground in Upfronts as it seeks a potential buyout.

Amazon’s $1.8 billion ad milestone solidifies a streaming leader: The launch of ads on Prime Video and Thursday Night Football are responsible for a meteoric rise.

VideoAmp could gain an edge in Paramount, Nielsen fallout: Though Nielsen has weathered tough Upfront seasons, its latest dispute could deal a major blow.

2025 Upfronts will see Nielsen and competitors square up: Nielsen is combining big data with panel measurement for all local currencies starting in January.

US upfront TV ad spend will decline this year by 2.5% and again in 2025 by 4.5%, marking three years of decline, per our May 2024 forecast.

Total upfront ad spending will grow this year, even though upfront TV commitments will decline.

All eyes have been on streaming at this year’s upfronts. Sports are moving to digital, new (and old) trends are emerging for ad buying and delivery, and political advertising has been surprisingly quiet. Here are four themes that stood out this upfronts season.