How TV networks managed between securing upfront commitments and saving inventory for scatter advertisers

TV networks managed their inventory in an effort to maximize the amount of money they received in the upfront as well as the money they stand to reap outside of the annual commitments.
June 28, 2021

The latest cycle of TV advertising’s upfront deal-making is likely to put even more pressure on an already tight linear TV and streaming ad market. TV networks managed their inventory to maximize the amount of money they received in the upfront as well as the money they stand to reap outside of the annual commitments. “Definitely there is a law of reserving some of our inventory to make sure that we’ve got a scatter marketplace to sell into,” said one TV network executive. Read more below.

Other things to know about

Top Stories
Ivy Liu
TV networks managed their inventory in an effort to maximize the amount of money they received in the upfront as well as the money they stand to reap outside of the annual commitments.

As the TV upfront marketplace wraps up in favor of sellers, buyers look to bring balance in scatter between Q4 2021 and Q3 2022.

In this Q&A, learn how blockchain is evolving to allow for vastly improved ad exchange auctions.


Art19’s ad monetization platform should allow Amazon to expand the reach and breadth of inventory it offers customers through its DSP.

Register for this new live webinar to learn why competitive approaches to Amazon's Sponsored Display, especially in terms of the product detail page, are more important than ever. From Modern Retail.

Employers who fail to be flexible about flex work may well find themselves on the wrong side of history – and, in the more immediate future, on the losing side of employee retention.


Successful contextual targeting addresses ad placement as well as content alignment, a new study shows — and in-image video ads are driving performance.

Summer Fridays are by no means a standard across media companies, but some publishers are offering employees more PTO and flexible work hours.

Google has committed to welcoming the U.K.’s antitrust agency into a cookieless web ad standards process many say the firm has dominated in development, but open government advocates are skeptical.

Tech giants and government regulators are cracking down on digital tracking, and the ad industry has failed to convince people of tracking's trade-offs, IPG's data and technology officer said in the latest episode of the Digiday Podcast.
You received this email because you’re a member of the Digiday community. If someone forwarded this to you, subscribe for yourself here .
Unsubscribe from this newsletter or update your preferences.
I don't want to hear from Digiday anymore. Stop receiving all Digiday emails.
Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006

Older messages

Google’s delayed cookie cull is an inevitable intermission to its fractious pursuit of privacy protections

Friday, June 25, 2021

What started as a ragged pursuit ended up as a rout, with Google finally giving the third-party cookie a stay of execution to buy itself more time to find suitable replacements in its Privacy Sandbox.

Deadline alert: Digiday Technology Awards deadline tomorrow

Thursday, June 24, 2021

Thinking about entering this year's Digiday Technology Awards? The chance to set your team up for exposure, recognition and bragging rights at our best rate is about to pass you by. When you submit

Breaking News: Google extends third-party cookie execution deadline

Thursday, June 24, 2021

RIP third-party cookie... in 2023 ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

As ATT hits critical mass, media spending see-saw from iOS to Android continues

Thursday, June 24, 2021

iOS versions (14.5.1, 14.6, and 14.7) that featured the App Tracking Transparency privacy safeguard are reaching critical mass. June 24, 2021 Apple's crackdown on in-app tracking is starting to

Live discussion: Winning strategies for Amazon advertisers

Wednesday, June 23, 2021

SAVE YOUR SEAT The product detail page on Amazon is a battleground. Dominating in this critical space on the platform is essential to engaging shoppers at the point of purchase. Why? Because when the

The 4 Questions Great Leaders Will Ask When Returning to the Office

Friday, July 23, 2021

Friday, July 23, 2021 Taking Care Skydiving Classes, iPhones, and Pizza: How Some Employers Are Overcoming America's Labor Shortage Best Workplaces 4 Questions Great Leaders Will Ask When Returning

[RSVP Now] All-New Inc. Real Talk with Warby Parker Co-founder & co-CEO Dave Gilboa

Friday, July 23, 2021

Inc. Real Talk Featuring Victoria Tsai Inc. Real Talk Featuring Victoria Tsai Inc. Real Talk: Building a Brand That Matters Wednesday, July 28, 12:00 PM ET Reserve Your Spot Now Join Inc. for what

New guide: How marketers can capture shoppers' attention and anticipate their needs

Friday, July 23, 2021

The need to reach consumers on social platforms will be especially important during the 2021 holiday season, requiring e-commerce brands to deliver ad experiences that reach people where they're

July 23 - How Shein wins over Gen Z | GNC appoints new COO

Friday, July 23, 2021

How Shein makes 'fast fashion' look slow; GNC names new COO; Reporter's Notebook: Where do Kmart's New York City customers go now?; Mercari, Uber expand local delivery program View

A story about 30% growth through SEO in a "YMYL" niche

Friday, July 23, 2021

How can you get significant traffic in small competitive niches? Is there a strategy you can follow that will help you to grow your online business, even if it's a YMYL (Your Money or Your Life)

July 23 - Snap, Twitter revenue jump as new features attract interest | Gap Inc. streamlines loyalty across brands

Friday, July 23, 2021

Gap Inc. further streamlines loyalty across brands; TikTok cuts out the middleman with Spark Ads sponsorship tool; 4 trends impacting retail marketing strategies View online | Signup | Forward

👍 Making Better Ads

Friday, July 23, 2021

Ready to become a better marketer, Reader? The power of the Social Media Marketing Society is a no brainer. Get access to over 150 on-demand trainings, live monthly training, and an exclusive community

These 20 U.S. counties are the most vulnerable to the Delta variant right now

Friday, July 23, 2021

Presented by Good morning! Home to some of the world's the most iconic ancient ruins, Athens is a haven for tourism, and relies heavily on the industry. But: what happens when it's too hot for

Index Ventures hauls in $3B+

Friday, July 23, 2021

GoPuff eyes $15B valuation; Clearview AI raises $30M amid legal battles; VC marketplace Allocate launches; Caribou Biosciences sets IPO terms Read online | Don't want to receive these emails?

TikTok and the Stellar Sleep Trick [Trending Keywords]

Friday, July 23, 2021

Hey Reader, How has your 2021 been so far? Are you looking to seriously scale your business? Then we've got great news for you, EcomCrew Premium is now OPEN for enrollment! With Mike and Dave at