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Digiday+ Research: Marketers plan less upfront spending this year
Significantly fewer marketers have plans to spend in the upfront market this year, and of those who do have upfront dollars to spend, fewer will spend more this year than they did last year.
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There are a lot of questions in this year’s upfront market negotiations: Will ad prices come down after last year? How will TV networks and streaming platforms price sports inventory? How will Amazon and Netflix play into the allocation of upfront dollars?
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