LOS ANGELES — With the TV Upfront shelved, and an increasing amount of transactions happening in the scatter market, outcome-based guarantees need to be central to the new scenario, says Jay Prasad, Chief Strategy Officer of LiveRamp TV, in this interview with Beet.TV

In his recent article published in AdExchanger, he advises: “To balance portfolios, ensure 15- 20% of budgets are allocated to cross-screen audiences and backed by outcome-based guarantees.”