What is an upfront deal?

Upfront means paid or obtained in advance. Traditionally upfront deals are done for TV ads, where buyers agree with a spend volume in exchange for better conditions, or specific schedules. In TV, Digiday says Upfronts are “futures marketplace in which buyers and sellers transact ad deals for programming of the upcoming season.” But less technical: “they’re dog-and-pony shows that gin up ad dollars through a delicate balance of sizzle and steak.”

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