TV's upfront advertising market period tries another tune this season -- one where a chorus of new currencies, increased flexibilities, and innovative cross-platform business outcome guarantees have become pressing mantras. What really will make it to the bottomline as media agencies and TV networks search for common ground? Legacy TV-media measures could hold back the size and scope of these transitions. We look for answers.

The Singularity isn’t quite here – yet – but by 2030 AI will be fully deployed alongside humans in the advertising marketplace, giving both buyers and sellers new super powers to plan, buy, post – and optimize in ways previously unimaginable. At least that’s what ChatGPT told us when we gave it a prompt to write this blurb. AI aside, the media-buying marketplace will undergo more change in the next five years than it has experienced in the last 50, including the continuing shift from media to platforms, Big Data, analytics and technological innovations yet to come.