Emulating the upfront advertising structure used by television networks as a way to lock in ad purchasing commitments, Yahoo held its first "infront" presentation for media buyers, reports AdAge.

Yahoo's CEO Terry Semel and chief sales officer Wenda Harris Millard gave presentations at the session, where they talked about the increasingly important role online is playing among consumers. Millard pointed out the discrepancy between the amount of time being spent online, 17 percent, and the slice of the advertising budget devoted there, just 6 percent.

Millard also played up more online spending as a way to spend money on advertising that's better targeted and more accountable.

Reaction from the buyers in attendance was mixed, with some saying it was a good first effort and others saying it wasn't tuned enough to what they can actually get out of advertising on Yahoo.

A lack of case studies was also cited by some buyers as something that hurt the overall effectiveness of the presentations.