TVB member login has been updated for increased security. Please request your new password here.

Before Convergent TV Can Take Off, Advertisers Need To See Outcomes

Before Convergent TV Can Take Off, Advertisers Need To See Outcomes

Heading into upfront negotiations prior to the pandemic, there was definitive industry momentum toward business outcomes. On the sell side, players like A+E, Warner and NBC were citing outcome-based guarantees or optimization tools, while on the buy-side, agencies like Horizon Media were announcing large strategic commitments to this initiative.