4min chapter

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Why All The Drama About Disintermediation?

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CHAPTER

The Role of Programmatic in the Up Fronts

This felt like a transitional year. A wider embrace of programmatic and streaming had a really big presence at the up front. We are definitely hearing that programmatic transactions are more frequently being included in counting toward up front commitments. It was an exciting and dynamic couple of weeks, but I think to your question, there's no doubt that programmatic will play an increasingly important role in the streaming business.

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