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Despite caveats from Yahoo and AOL that they weren’t directly challenging the dominance of the broadcast and cable upfront market with their respective ad industry presentations over the past few months, it was clear the intent was to siphon off at least some of the $9 billion going towards the fall TV season. But Mediaweek reports that those attempts hardly achieved the meager objectives of getting advertisers’ attention. (We reported on the initial outcomes of Yahoo’s Infront presentation here and AOL’s First Look event here).