As more television inventory becomes digital, it’s only a matter of time before the upfront, where the majority of national ad sales get done, becomes programmatic, said Dave Clark, GM of FreeWheel, Comcast’s ad tech company.

“I think we’re seeing a shift in a major way this year,” Clark said, noting the growing amount of connected TV and addressable advertising the networks plan to sell. “It’s hard to say exactly how much we think it’s going to shift this year. But next year or the year after, we’ll look back at this year as the year it really kind of broke.”