This Future of TV Briefing covers the latest in streaming and TV for Digiday+ members and is distributed over email every Wednesday at 10 a.m. ET. More from the series →This week’s Future of TV Briefing looks at the terms on the tips of ad buyers’ and sellers’ tongues when talking about the upfront market.
TV and streaming advertising’s upfront cycle has its own patois. Everyday words like “flexibility” and “fluidity” take on new meaning. And each upfront sees certain buzzwords come to the fore. So on the eve of this year’s annual haggle, which officially kicks off with next week’s presentations in New York City, here’s a brief guide to what people are talking about when they talk about the upfront.
Agentic AI
An AI tool equipped to make decisions and complete tasks. In the context of the upfront, this likely refers to AI agents assisting buyers and sellers with negotiation prep, like analyzing data and making planning recommendations. It’s unlikely to refer to ChatGPT or Claude hammering out deal terms and cancelation options, though I’m all ears if that turns out to be the case.
Co-viewing measurement
