The Upfront as we knew it is dead. In its place, a high-stakes battleground is emerging—where Streaming TV dominates, retail media rewrites the rules of video, and alternative currencies upend legacy measurement. Meanwhile, Live Sports remains a premium play, but fractured rights create a maze for advertisers. In this volatile landscape, how do brands and agencies not just survive, but win? Our panel of industry disruptors will dissect the biggest power shifts in video investment—from AI-driven personalization to data-fueled buying—and reveal the bold strategies needed to seize control of the 25/26 Upfront.