I'm a huge fan of Upfront season. It reminds me of the NBA Playoffs. And for many media professionals this really is our run for a championship. There is an air of anticipation, excitement and showmanship. There are the clear frontrunners, the young upstarts that surprise and amaze, and sadly sometimes there are even the established pros that fall short on the biggest stage. It seems every year the presentations get more charismatic as media properties look to make an impact on agencies and clients. Yet, with the overwhelming fanfare around bold announcements and predictions we sometimes lose sight of one very simple truth: not all impressions are created equal.