Agencies and marketers are rethinking identity infrastructure, and there are a few ways forward. 

The upfront has begun to move, and sports is leading the way, but budgets are getting tighter as the buying season progresses.

Some agencies are done making ads. Now they want to make hits.

Perplexity wants to be a trusted partner to publishers, but a growing list of copyright lawsuits are making that a difficult sell.

This week’s Future of TV Briefing looks at how AMC Global Media, Disney, Paramount, TelevisaUnivision and Warner Bros. Discovery are combining their linear TV and streaming inventory for ad sales.

PubMatic’s launch underscores a broader shift to push decisioning into the supply path.

Beth Ann Kaminkow and Will Swayne explained how they’re adapting AI into Dentsu’s processes, as well as what to expect in this upfront market that’s getting underway.

Like the Criteo deal before it, the idea is to give advertisers a route into ChatGPT inventory through infrastructure they already use.