As Upfront and NewFronts season begins one thing is clear from marketplace buzz: this is going to be a year far more like 2019 than 2020. With travel, theatrical and retail business returning, along with DTC brands that are searching for new ways to scale, the demand curve is high. At the same time, with younger viewers shifting to non-ad supported or ad-lite OTT, the supply curve of premium, brand-safe GRPs continues its retreat. There is a mad dash to find quality inventory pockets.
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