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The 2026 Upfronts Activation Playbook

How to reach your ideal audiences on digital's biggest screens

Heading into the Upfronts, advertisers have as many options across connected TV (CTV) and linear TV as viewers today. Nearly 9 out of 10 US households have a CTV device, and nearly half of viewers have made a purchase after seeing a CTV ad. 

CTV is no longer experimental – it’s essential. But how do you decide which platforms are worth your Upfronts budget and prove your return on investment? 

Making the most of CTV advertising starts with activating your first-party data. Download The 2026 Upfronts Activation Playbook to:

  • Explore how data activation can help you reach the right audiences and unify measurement across channels and streaming platforms
  • Get a step-by-step guide to building a data activation strategy for CTV advertising success
  • Discover how brands and publishers like NBCUniversal, Roku, Kroger, and Nielsen collaborate to maximize CTV spend
  • Activate your first-party data across legacy networks and CTV destinations, including Netflix, Fox, Amazon Prime, The Walt Disney Company, and Warner Bros. Discovery, for better campaign reach and outcomes

‍

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The 2026 Upfronts Activation Playbook

How to reach your ideal audiences on digital's biggest screens

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Heading into the Upfronts, advertisers have as many options across connected TV (CTV) and linear TV as viewers today. Nearly 9 out of 10 US households have a CTV device, and nearly half of viewers have made a purchase after seeing a CTV ad. 

CTV is no longer experimental – it’s essential. But how do you decide which platforms are worth your Upfronts budget and prove your return on investment? 

Making the most of CTV advertising starts with activating your first-party data. Download The 2026 Upfronts Activation Playbook to:

  • Explore how data activation can help you reach the right audiences and unify measurement across channels and streaming platforms
  • Get a step-by-step guide to building a data activation strategy for CTV advertising success
  • Discover how brands and publishers like NBCUniversal, Roku, Kroger, and Nielsen collaborate to maximize CTV spend
  • Activate your first-party data across legacy networks and CTV destinations, including Netflix, Fox, Amazon Prime, The Walt Disney Company, and Warner Bros. Discovery, for better campaign reach and outcomes

‍

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