‘There’s a big shift’: Amazon is turning the upfront into a pitch for its ad tech, not just primetime

May 08, 2026

By Seb Joseph The upfront is no longer just a shop window for content Amazon owns, it’s now one for its ad tech too.

That’s a shift from how this period usually works. The tech pitch used to come after the content deal was done — a separate conversation, often with different people. Not anymore.

“There’s this big shift from these content-first decisions into more of this integrated approach, where you have premium content, deterministic signals and AI-driven technology all activating together,” said Kelly Maclean, vp of Amazon Ads.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more

Source:: Digiday