Watch the replay of all the sessions below.—and join the conversation on Facebook, LinkedIn, Twitch and Twitter.

The TV industry spent the better part of the past year re-vamping their corporate structures to put streaming at the center of their businesses. How will the 2021 upfront ad haggle reflect these pivots?

Despite a global pandemic, last year’s negotiations for ad commitments ended up closely resembling the decades-old practice of selling primetime inventory ahead of the fall. Some of the ad innovations that were expected to gain greater adoption were put on pause as brands stuck with the tried-and-true amid so much economic uncertainty. Will 2021 see those efforts regain momentum?

Read Ad Age's 2021 TV Upfront special report coverage here.

Ad Age’s two-day TV Pivot event brought together ad sales leaders, as well as top agency and brand executives, to discuss the state of the TV ad marketplace and how streaming is poised to reinvent the $20 billion upfront marketplace.

Sign up for future Ad Age live events here.

AD AGE IN-DEPTH: TV PIVOT AGENDA

Monday, May 24

Welcome remarks

Mark Marshall, president of advertising sales and partnerships, NBCUniversal
Laura Molen, president of advertising sales and partnerships, NBCUniversal

Rob Tuck, executive VP of national sales, The CW

Transforming research for campaigns that deliver
Sponsor session
Eliza Jacobs, director of consumer insights and analysis, PBS
Raj Manocha, CEO, Methodify by Delvinia
Interviewer: Brekke Fletcher, Studio 30 contributing editor, Ad Age

Jean-Paul “JP” Colaco, head of advertising Sales, WarnerMedia

Agency-marketer roundtable
Patty Morris, assistant VP of marketing and brand, State Farm
Joy A. Profet, executive VP and head of growth and operations, Magna
Rebecca Traverzo, VP of marketing, ThirdLove

TV advertising winners and losers during COVID-19
Mark Douglas, president and CEO, SteelHouse
Interviewer: Loni Venti, Studio 30 contributing editor, Ad Age

Donna Speciale, president of advertising sales and marketing, Univision Communications Inc.

Marianne Gambelli, president of advertising sales, Fox Corporation

See all of Ad Age's A-List and Creativity 2021 winners here.

Tuesday, May 25

Welcome remarks

Jo Ann Ross, president and chief advertising revenue officer, ViacomCBS Domestic Advertising Sales

The evolution of the connected TV marketplace
Sponsor session
Raghu Kodige, chief product officer and co⁠-⁠founder, LG Ads
Interviewer: John Dioso, Studio 30 editor, Ad Age

Peter Olsen, president of ad sales, A+E Networks

Cross-screen marketing in the evolving TV ecosystem
Jay Prasad, chief strategy officer, LiveRamp TV
Interviewer: Brekke Fletcher, Studio 30 contributing editor, Ad Age

Kim Kelleher, president of commercial revenue and partnerships, AMC Networks

BIPOC-owned media roundtable
Mike Roche, executive VP of sales and partnerships, Revolt
Fernando Romero, senior VP of advertising and sales, Fuse Media

The future of addressable TV
Kevin Arrix, senior VP, Dish Media
Jason Brown, head of agency planning and strategy, addressable, WarnerMedia
Jamie Power, chief data officer and chief operating officer of advanced TV, Cadent
Interviewer: John Dioso, Studio 30 editor, Ad Age

Jon Steinlauf, chief U.S. advertising sales officer, Discovery

Rita Ferro, president of advertising sales, Disney