Netflix’s ads plan is still a work in progress, with co-CEO Greg Peters noting ahead of the TV upfront that the streamer has “plenty more” to do to “realize the potential.”

For now, Reinhard said upfront negotiations are still in very early stages and moving slower than usual, but she expects more activity in the weeks ahead. Meanwhile, clients want a definitive timeline for the streamer’s ad tech stack.

“This all came together so quickly. We’re working through the intersection of all of those things. For instance, programmatic and measurement are closely linked,” Reinhard said. “Before we [announce] bits and pieces about each thing, we need to make sure we [lock down] the integrated story.”

She said there would be an update on the roadmap in the coming “weeks to months.”