• by Gavin O'Malley , Staff Writer @mp_gavin, May 17, 2012

Word on the street is that this year's digital upfronts, or "newfronts," could end up creating $100 million to a billion dollars in business. If accurate, is that incremental? Hard to say, admits John McCarus, Senior Vice President of Brand Content at Digitas. 'It's going to take [awhile] for us to get our arms around the [impact]," he said on a late-morning panel at OMMA Video.