Changing marketer needs are continuing to spark discussions during this year’s upfronts, about media buying shifting to more of an “always-on” model from an “upfront” one, in which media dollars are committed well in advance.

Why it matters

The upfronts are the time each year when US brands commit a good amount of their TV and video adspend, a means by which brands secure prime inventory that is perceived to be scarce. But there are clear benefits to also using an “always-on” model that would expand the buying season and perhaps create better equity between buyers and sellers. 

Takeaways

• On...