Amazon positions live sports portfolio to pry open upfront dollars
May 12, 2026 Amazon touted its combination of commerce targeting data and NBA and NFL inventory as a solution to marketer wariness during upfront negotiations. It’s all about the live sports. “We’re not incremental to linear anymore. We’re competing at the broadcast level,” Tanner Elton, Amazon’s vp of U.S. ad sales, told Digiday . ...
