Future of TV Briefing: Ad buyers, sellers ‘don’t anticipate a major currency shift’ in this year’s upfront

This week’s Future of TV Briefing looks at the measurement currency outlook for this year’s TV and streaming ad upfront market.

Currency contention

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Currency contention

This was supposed to be the year. The one when the TV ad industry finally completes its yearslong measurement currency changeover. But nope. With annual upfront negotiations set to kick off in a couple months, ad buyers and sellers alike say that’s extremely unlikely to happen.

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