AI, sports, retail media and the smart moves shaping this year’s upfronts, sponsored by Advantage Marketing Partners

Campaign editor Luz Corona sits down with Doug Grumet, EVP of media, intelligence and innovation at Advantage Marketing Partners, to decode the shifting dynamics of this year’s upfronts. From AI’s growing role in targeting to the rise of retail media, live event bets and how social-first brands are rethinking spend, Grumet shares a strategic view on where media dollars are heading — and why flexibility is the smartest buy in today’s evolving landscape. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.  What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.