1、2021Powered byMEDIA MARKETS EVOLVEDUnlock the Power of Ad Futures TradingThis guide provides brands,agencies and investors with the key facts you need to know about ad futures trading,its power and how to evolve now.By Carolina Abenante&Mark Grinbaum Founders of NYIAX 2Powered byIn 2020,the explosiv

2、e spread of the Coronavirus had a major impact on all markets.In the advertising market,more than$50 billion in spending vanished before our eyes.Overnight,brands,agencies,and technology partners faced intense pressure to do more for less.The ad market is among the last to evolve to futures.Were not

3、 reinventing the wheel;were driving it forward.“While digital transformation had been significantly maturing in the ad markets for a decade,the pressure of the pandemic poured fuel on the fire,accelerating change like never before.”Vin Paolozzi,Chief Investment Officer,Kinesso,IPG3Powered byCommodit

4、ies Markets Mitigate Risk and Unlock Future Asset ValueCommodities markets have existed for millennia as a means to exchange goods and raw materials.In the 16th century,Dutch traders began to pioneer new financial products such as futures and options in order to trade more efficiently,mitigate risk,

5、and develop new profit models by unlocking future asset value.Futures contract value prop:mitigate market price volatility by selling future commodities at a fixed price today,with a firm obligation of asset delivery at the contracts end date.How Is Futures Trading Relevant to the Ad Market?Upfront

6、Advertising is a Less Sophisticated Predecessor.Futures trading has a clear parallel with the advertising upfronts,and to some extent the direct buying process.In both instances,buyers and sellers lock in an expectation of price for a forecasted volume of inventory needed for a campaign at a future