As the 2026 Upfront/Newfront season kicks off, we sat down with several senior-level media executives to discuss the evolving landscape of Canadian advertising. This exclusive Q&A series provides an inside look at the new programming, partnerships, and strategic investments shaping the year ahead.

Beyond just more 'premium content,' what structural or technical innovation does a streamer need to show you to win a larger share of your upfront budget this year?

Chimi - To capture a larger share of our upfront budgets, streamers must move beyond simply offering premium content and demonstrate meaningful innovation in three key areas:

1. Advanced Ad Formats & Outcome Measurement: We need to see a shift from standard ad units to truly high-impact, interactive formats – such as pause ads or shoppable experiences – directly tied to measurable outcomes like attention metrics and brand lift. This allows us to quantify their real value.
2. Granular Buying Capabilities: Streamers must provide more precise buying options, enabling us to access specific programs and tentpole events within their connected TV (CTV) environments. This ensures our brands can align with culturally relevant moments and target audiences with greater accuracy.
3. Enhanced Programmatic Reporting & AI-Driven Measurement: We require greater show-level transparency and more robust, outcome-based measurement within programmatic environments. We are actively exploring how AI tools can provide deeper insights and optimize performance across these platforms.

Fragmentation is the 'elephant in the room.' How can streamers make cross-platform buying feel less like a manual chore and more like a unified ecosystem for your brands?

Chimi - Addressing fragmentation requires streamers to prioritize interoperability and data unification. We need solutions that offer:

• Standardized Measurement & Attribution: A consistent, independently verifiable framework for measuring audience reach, frequency, and campaign performance across all streamer properties – including linear, CTV, mobile, and web.
• Simplified Buying Interfaces: Consolidated platforms that enable holistic planning, activation, and optimization across the streamer's entire inventory, eliminating the current fragmented silo approach.
• Enhanced Data Collaboration: Secure and privacy-compliant mechanisms, such as offering or integrating with data clean rooms, to facilitate the safe combination of first-party data with supply partner data. This would allow advertisers to achieve a truly unified view of the consumer journey, precise audience targeting, and accurate deduplication of reach and frequency across diverse platforms.

In 2026, which is more valuable to your clients: lower entry prices for ad-supported tiers or better cross-platform measurement?

Chimi - For our clients at WPP Media, better cross-platform measurement and optimization is unequivocally more valuable in 2026. As an outcomes-focused business, our ability to fluidly optimize across multiple DSPs to deliver tangible impact for our clients' businesses is paramount. Establishing this robust infrastructure with solid, transparent measurement makes the pricing conversation secondary. When we can clearly demonstrate ROI and optimize effectively, the cost of entry becomes a less significant barrier.

For first-time media buyers - how can they maximize upfront/ new front season?

Chimi - Upfront season offers a learning opportunity for first-time buyers. My key advice is to:

• Engage Actively and Listen Intently: Attend sessions not just to observe, but to listen closely, absorb diverse perspectives, and ask thoughtful questions. This is a unique chance to hear directly from industry leaders about the trends and priorities shaping the media landscape.
• Network Strategically: Don't limit your interactions to your immediate agency colleagues. Actively seek out conversations with partners, publishers, and other industry professionals. Building these relationships and expanding your network is invaluable for future growth.
• Synthesize and Share Insights: Be intentional about consolidating your key takeaways. Bring these insights back to your team to spark internal discussions, challenge assumptions, and help inform future strategy. Your fresh perspective can be incredibly valuable.