The upfront market is nearly done, as sports acts as both negotiation driver and obstacle

July 22, 2026 The upfront marketplace, long in the making this year, is nearing completion, as the major holding companies and larger independent agencies wrap their negotiations with the biggest of the sellers from traditional media giants to the major streaming services. All that’s left to do is to finalize packages with any traditional media firms that don’t have some digital or streaming element, which includes mostly cable networks not owned by the aforementioned traditional media giants. TOP STORY Business of TV The upfront market is nearly done, as sports acts as both negotiation driver and obstacle All that’s left for buyers to do is to finalize packages with any traditional media firms that don’t have some digital or streaming element. OTHER THINGS TO KNOW Transparency has become a universal platform claim, but unlike the challenges of transparency in media buying — which are understood — a new focus of understanding is required for newer AI-powered, end-to-end planning and buying platforms. Partner insights from 3C Ventures. Register for this live session on Aug. 5 at 10 a.m. ET for insights into how fast-moving, highly regulated industries — Crypto.com and OG — pulled off campaigns at speed, from brand launch to major sporting moments. Partner insights from Celtra. The strongest cultures are built on values that show up in how teams work, grow and support one another every day. Recognize how your company brings these values to life with the Work/Life Awards. Last chance deadline: September 4, 2026. Advertisement MEDIA & PLATFORMS Member exclusive Future of TV Briefing: The streaming ad industry finally has levers to pull on quality This week’s Future of TV Briefing looks at how the IAB’s Redefining Media Types Standard could address the streaming ad market’s call for quality controls. Data & Privacy Fears of Big Tech bias underpin debates around W3C's Attribution API Critics may label the initiative as ‘Privacy sandbox 2.0,’ but advocates counter with privacy arguments. Strategizing for the Future Albertsons’ new ‘micro sitcom’ is a big deal for retail media Albertsons Media Collective has launched its first episodic, scripted branded-entertainment campaign in partnership with Procter & Gamble. PARTNER INSIGHTS FROM OPTABLE How agent-ready publishers set themselves up for long-term success To adopt agentic AI at scale, organizations need to prioritize critical areas of agentic readiness. Publishers who have invested in identity infrastructure for privacy compliance are already ahead, as agent readiness and identity readiness are the same project. PARTNER INSIGHTS FROM CONTENTFUL While AI helps marketers change how work gets done, it’s not changing who does it yet Only 18% of CMOs say AI has reduced their reliance on developers or data teams, despite its core promise to free up the modern marketer. The focus is on improving workflows while maintaining the human component of creatives. Advertisement MARKETING The Creator Economy Mastercard is tapping foodie creators to drive awareness and adoption Mastercard on its latest creator-led social series and its goals to drive awareness, consideration, and discoverability. The Business of AI Why agencies are taking a hybrid approach to synthetic audience research Synthetic audiences are moving beyond AI experiments as agencies weave them into market research and client services. PARTNER INSIGHTS FROM PATIENTPOINT How health and wellness businesses can apply skills they already know to new inventory Traditional channels often mean choosing between scale and audience quality. Using existing programmatic strategies, companies can expand into new inventory, such as doctors’ offices, to reach qualified audiences at the most ideal moments of heightened relevance. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy