Programmatic pushes its way into the upfront bazaar

For its first several decades, the upfront marketplace — the selling season in which billions of dollars are placed ahead of the upcoming TV season — was in some ways based on relationships between TV sellers and agency buyers. 

Now, however, there’s a new participant that’s quietly made its presence felt in the upfront — this year more than ever: programmatic investment. 

Several heads of investment at media agencies acknowledged that a larger percentage of their upfront spend on behalf of their clients is being handled programmatically, with hands-on-keyboards rather than handshakes.

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