Member Mailing: The Core Tension/Weird Dance At Upfronts for Connected TV (CTV) Dollars

There is a slide in The Interactive Advertising Bureau’s Brand Disruption 2022 presentation that nicely summarizes the demand side of the upfronts. 

The upfronts have historically offered a fixed supply of linear inventory to a fixed demand of buyers: 200 “retail-cartel” advertisers supplying 88% of U.S. network television revenue (the term “retail-carte…