creator economy adtech upfronts programmatic identity resolution
Why Creators Are Negotiating Like TV Networks Now
Creators are demanding upfront deals, audience guarantees, and brand equity — and the adtech infrastructure to support them barely exists yet.
Read →
programmatic advertising DOOH CTV upfronts media buying
Programmatic Is Eating Premium: What the 2026 Upfronts Signal
The 2026 upfronts reveal a structural shift: programmatic is no longer the remnant channel. Here's what it means for media buyers in Southeast Asia.
Read →
YouTube CTV creator economy brand advertising upfronts
YouTube Wants to Be TV. Its Creator Strategy Says Otherwise
YouTube is pitching brands on TV-level reach, but leaning on creators to make that case undermines the authenticity that makes YouTube worth buying.
Read →