"We would have to re-plumb our entire industry," Stagwell Chief Media Officer Deidre McGlashan suggested.

The 2023-24 upfront will be the most bifurcated yet, with some clients buying big linear event programming and others simply buying reach where their audiences are, Initiative's Bosetti told Outfront attendees.

Vevo's newfront presentation May 4 appropriately will conclude with a live performance by Colombian superstar J Balvin at Sony Hall in Times Square. Vevo is scheduled to present from 4:30pm to 6:00pm.

How do you NOT get to Carnegie Hall, if you're Paramount's upfront pitch team? You practice dining, dining, dining!

The IAB NewFronts' updated agenda kicks off at 8:30 AM May 1 with a conversation about "AI and the Future of Creative Transformation" between MediaLink's Michael Kassan and Google's Kristen O'Hara.

The speakers, which include many notable shes and at least two hes, will discuss "the strides we have made for gender equality and accurate portrayal of women in advertisement and how we can continue to do so," notes the event's spokesperson.

"We were still trying to figure out what does 'digital' even mean, and how do you do 'digital brands'," former Digitas chief Colin Kinsella recalls, adding, "And clients were stepping all over themselves, as were agencies."

How do you publish 20 days of live coverage about a series of events lasting four days? Become editor of MediaPost.

For me, the road to the newfronts began 40 years ago when I was sitting across from ABC sales chief Jake Keever as he explained the upfront to me.