Online advertisers may find themselves in a marketplace similar to television's upfront market this year, according to Bruce Biegel, senior managing director at direct marketing consultancy Winterberry Group.

Speaking at a Direct Marketing Club of New York luncheon, Biegel pointed out that the market already seems headed into an unofficial upfront, according to BtoB (via MediaBuyerPlanner).

The more marketers move online, the more they will need to plan further ahead for advertising, particularly on major sites, Biegel said.