Digital upfront not following broadcast model

05/19/2008 | Mediaweek

Although some big Web names, including Microsoft and Broadband Enterprises, are holding upfront-like events, the online sector is not likely to completely replicate the broadcast upfront, which itself is being tweaked to reflect the changing nature of TV buying. The digital upfront events are seen as being more helpful to sellers to drive up demand, than for buyers, who have plenty of supply from which to choose, according to this article.

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