Upfronts Streaming Shift Needs Curated Approach, Says IPG Mediabrands Benowitz Beet.TV [Video]

The traditional upfronts TV and sales process is undergoing a transformation, driven by the surge in streaming inventory, but the core concept remains intact.

As linear TV dollars flow into the digital realm, negotiations are evolving to incorporate data, technology, and strategies to maintain the benefits of linear advertising in this evolving landscape.

“The big change is in the explosion of video inventory. How do we fit that into our negotiations, as we see dollars merge from linear television into this new video world?,” said Dani Benowitz, global chief negotiations officer, IPG Mediabrands, in this video interview with Beet.TV.

For Benowitz, the answer to navigating the increasingly complex video advertising marketplace lies, in part, in “curation.”

But Benowitz believes a curated approach can offer advertisers more transparency and control, key elements of the new approach.

“We refer to curation as customized aggregation where we can customize based on a whole …