Dive Brief: 

• MediaVest has signed an upfront deal committing themselves—and big name clients like Walmart, Honda and Coca-Cola—to tens of millions of dollars in ad spending with Google. 
• This deal marks the first major upfront deal Google has signed. 
• For years, Google has offered TV-like upfront deals for brands to advertise on YouTube, but the MediaVest deal includes ads across all Google-owned sites—including YouTube, premium sites and mobile apps. 

Dive Insight: 

Google is, of course, interested in moving more buyers to an upfront model because it's guaranteed revenue. The test will be if MediaVest realizes the value they anticipate from the deal. Whatever happens, the deal will set a precedent on how ads are purchased—not just for Google, but for everyone.