News, Thought Leadership

AdAge: Hot Takes From Upfronts 2025

Despite the evolving media landscape and continual doomsaying about the death of linear, upfronts arguably remain the most pivotal week of the year for TV networks. Billions of dollars in ad commitments take shape during the annual industry showcase, providing a view into the evolving dynamics of media buying—and the tech that will measure those investments.

Ad tech played a pivotal role in the 2025 upfronts and NewFronts, with Google, Yahoo, Netflix and Fox driving home the importance of AI- and data-driven ad tools for marketers. Gen Z once again dominated the demographic conversation, with tailored lineups and targeted content, while the dynamics between streaming and legacy networks continued to play out against a backdrop of Trump’s tariffs, increasing economic uncertainty and a fragmented media landscape. Amid so much disruption and reinvention, we turned to the experts for their key takeaways from TV’s biggest week.