Two of WBD Advertising’s top executives — Ryan Gould, President of Go to Market, and Bobby Voltaggio, President of Platform Monetization — put their heads together to share what’s driving the conversation this Upfront season, and where premium video is headed next.What do you think is the most significant trend this Upfront season?
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Convergence of premium storytelling and measurable performance. Advertisers still want scale and cultural impact, but now they expect precision, optimization, and outcomes alongside it.
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The market is also demanding simplification. Buyers want premium video to be easier to plan, buy, measure, and optimize across publishers and platforms.
How are data and AI changing the way you approach Upfront commitments?
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AI is improving the entire advertising workflow, from forecasting and audience targeting to optimization, measurement, and creative decisioning.
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It’s helping advertisers move beyond broad demographics toward contextual relevance, dynamic creative, smarter audience engagement, and measurable outcomes. We’re seeing growing demand for ad experiences that are more personalized, more adaptive to content and environment, and ultimately more effective.
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At the same time, AI is making premium video easier to activate, optimize, and measure across platforms, which is critical as the marketplace becomes more fragmented.
How have your Upfront priorities shifted compared to last year?
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Last year was mostly about sports and streaming scale. This year is about proving performance.
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Clients are pushing for more accountability, flexibility, and measurable business outcomes across every dollar invested.
What will define a “successful” Upfront season in 2026?
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Success will be defined by outcomes, not just volume.
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The companies that win will be the ones that simplify complexity, prove performance, and create stronger long-term partnerships around premium video.
