Dade Hayes Finance EditorIn an open letter to advertisers Monday, NBCUniversal ad chief Linda Yaccarino offered a response to recent demands that media companies shift to a calendar-year upfront.
She said transformation in the advertising business is a “shared responsibility” for the buy side and the sell side and made what she admits is an “ambitious call to action” for much broader change.The evolution of the TV ad business has taken on new urgency in 2020 in light of COVID-19, which has sidelined live sports and shut down production of TV programming.
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