Media Buying & Upfronts

The NewFronts concluded this week with media buyers sharing insights that will shape upfronts negotiations, as covered in Digiday's Media Buying Briefing. The key takeaway: buyers are seeking more flexibility and performance guarantees as streaming inventory becomes increasingly expensive and fragmented. With the World Cup driving anticipated price surges in streaming, buyers are under pressure to lock in favorable terms while maintaining the agility to shift budgets based on performance—a tension that AI-powered optimization promises to resolve but hasn't yet delivered at scale.

Despite economic headwinds and global tensions, marketers remain committed to Cannes Lions, driven by what one executive described as 'fear of believing you're irrelevant.' This sentiment captures the industry's current psychology: a recognition that sitting out major industry moments risks falling behind in a rapidly evolving landscape where AI, CTV, and creator partnerships are reshaping competitive dynamics. The willingness to invest in Cannes despite macro uncertainty suggests that marketers view staying current with industry trends as non-negotiable, even as they demand greater accountability from media partners.