The past week saw two developments that, while not directly connected, speak to two critical audience-buying issues that are decidedly intertwined: audience fragmentation, and measurement capabilities.

The general assumption that most television inventory will eventually be bought through programmatic systems is still quite theoretical, an expert panel at MediaPost's OMMA Programmatic indicated.

Less ad clutter equals a better experience for viewers and higher demand (and prices) for the remaining ad units, at least in theory. Buyers weighed in at MediaPost's 2016 Outfront Forum.

Going into this year's upfront frenzy, several agency executives took time to discuss what the television buying scenario may look like five years from now, in a panel during MediaPost's Outfront Forum in New York.