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Navigate The Upfronts in the Digital Era
discover the biggest opportunities in CTV and how the role of the upfronts is expected to evolve over the next few years.
Partner Insights by 
What does the rise of streaming mean for the future of the upfronts? The Trade Desk collaborated with Advertiser Perceptions to find out. Through a survey of digital advertising leaders from U.S. agencies and brands on their 2023 upfronts and connected TV approach, Future of TV Report: Data-Driven Upfronts outlines how the traditional TV buying paradigm of yesteryear is evolving — and how marketers are adapting their strategies to keep up.
Download their report with Advertiser Perceptions to discover the biggest opportunities in CTV, and how the role of the upfronts is expected to evolve over the next few years. Some key findings include:
- 59% of advertisers say their 2023 upfronts plans prioritize CTV or a mix of CTV and linear TV
- 60% of marketers say reaching an incremental audience that isn’t on linear TV is a major benefit of CTV
- 73% of advertisers say they plan to harness advertiser first-party data to activate their upfront buys rather than a broad demo model of linear
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