"We're not here to trash television," Wenda Harris Millard said at Yahoo's first upfront, er, infront. But, she noted, 17% of a consumer's time is spent online, and only 6% of ad dollars are spent there. While people always say it's not about the money, "that spread of 11 points ... that's very much about the money," she said. Moving dollars online, she said, is about "replacing hope with certainty. ... We're here today to gently coax new thinking as media plans are created."

Heck, I will point out the obvious: ad dollars do not automatically flow in equal proportion to time. If that were true, cable would have collectively earned more than the broadcast networks when the Titanic ratings shift from a few years ago was reached.

No, while audience is one factor, it is not the only factor. Accountability, transparency, and transactional efficiency also have a role to plan. Like it or not, that is the real world.

If you are interested in Yahoo's Infront, check out this article at Ad Age.