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April 26, 2023 | By Tim Peterson

The TV ad market has been on the verge of a tipping point for years. Traditional TV reach has been eroding, and ad-supported streaming viewership has been growing — and the ever-present question is, at what point will the overall TV ad market tip toward streaming once and likely for all? Could it be this year? That’s the question that investment chiefs from Horizon Media, OMD and UM Worldwide weigh in on to kick off the first episode before wading into how recent developments in the TV, streaming and digital video ad markets seem set to culminate in what could be a watershed year for not only the upfront market — and the upfront model — but the industry overall. Hear from Stacey Larson, OMD Chief Investment Officer, speak to Digiday about measurement, content and why Upfront still matters in the first episode of Digiday’s Future of TV Special.

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