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OpenAP, NBCU show hopes that data solutions scale at TV upfronts

Ratings declines, cord-cutting, consumer tolerance for advertising plummeting, the rise of on-demand viewing and the explosion of mobile video all point to another lackluster TV upfronts this year, but despite the dire conditions for linear TV, there are a few indications that this year’s upfronts will experience a second surprise lift after last year’s. The TV networks will certainly benefit (at least a little bit) from YouTube’s second big brush with brand safety, as brands continue their boycott of YouTube after learning that some ads were found running against hate speech videos – including those posted by YouTube mega star PewDiePie. According to some reports, the backlash could cost YouTube some $750 million in advertising revenue. By comparison, TV inventory…

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