With half of U.S. adults no longer subscribing to cable and nearly all traditional TV advertising impressions reaching only half of households, linear-first strategies of the past are failing brands today. Samba TV, the market leader in next generation TV data and measurement, invites you to explore a different approach to the Upfronts this year; one that leads with data and leverages real-time insights that empower brands and agencies with the tools and flexibility to future-proof advertising across any platform and on every screen. Join us as we premier new consumer research into the viewing behaviors driving fragmentation today, and hear from the world’s leading brands as we explore new opportunities to increase brand engagement, drive tune-in, and unlock new measurement insights by embracing a multi-currency, data-driven approach to TV measurement and audience targeting.