A+E Networks' recent announcement about the significant incremental revenue increase it garnered with its outcome-based conversion guarantees to advertisers has sparked greater interest in the value of attribution-based sales for the 2018 Upfront. "We truly believe in outcomes as a game changer for the industry," said Peter Olsen, Executive Vice President, Ad Sales, A+E Networks. "Everything we have done for decades has been creating proxies for what really matters: Did my marketing campaign drive business outcomes? Thus, we are taking the long view on this and didn't expect massive changes in year one. We are very pleased with the dialogue we are having with clients and agencies on this front."