In real estate, a property's value depends on "location, location, location." For media companies during Upfront season, the signifier of importance is "timing, timing, timing." To people outside the industry, Xandr scheduling its Upfront presentation for May 14 wouldn't appear to be worthy of note. After all, many digital and cable brands are planning to formally unveil offerings to brands and agencies this spring. But for media insiders, having AT&T's advertising arm presenting during the same week that ABC, CBS, NBC, Univision, Fox and The CW are producing events is notable and signifies a particularly high level of buying community interest in, and respect for, the company's offerings.