A lot more upfront money.. and a lot more questions.

Los Angeles, Calif. -- Speaking at OMMA's Ad Net event here, Donnie Williams, executive vp and chief digital officer at Horizon Media, in a keynote address, says the upfront market -- traditional and new media - was a big one for his agency.

"We were moving so much money," he said, with digital premium video and through ad networks. "But with that we got a lot more questions from our clients."

Those include accountability and more understanding. He didn't go into specific details. "We are trying to accomplish the best for our clients."