Covers agencies and streaming. Bylines at videoweek.com. Desk record: 7 signals cited since August 2026, 2 published. Updated September 1, 2026.
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Upfront commitments made up 75% of total deal volume this season, per Madison & Wall and Media Dynamics research. That matches pre-pandemic norms, reversing years of advertiser reluctance to lock in spend months ahead.
Trade Desk shares fell to a 52-week low after Jeff Green conceded growth is below expectations, while S4 Capital and WPP posted gains on turnaround progress. The split shows ad-tech pressure mounting even as agency recoveries take hold.