‘There’s a big shift’: Amazon is turning the upfront into a pitch for its ad tech, not just primetime

The upfront is no longer just a shop window for content Amazon owns, it s now one for its ad tech too. That’s a shift from how this period usually works. The tech pitch used to come after the content deal was done — a separate conversation, often with different people. Not anymore. There s this big shift from these content-first decisions into more of this integrated approach, where you have premi