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Marketplace. >> if i'm a company and getting a lot of my traffic from ads i'm buying on facebook, how is that going to affect me? >> what is going to happen now is there's less ad inventory. the cost of the ads will go up. so that will be a huge shift on the financial impact on a business owner. >> right. so if you're getting a positive roi on the ads now, perhaps you won't in the future. >> correct. it could slide down it. will be key just to focus on making sure you have relevant content going out in the marketplace. so i would encourage every business owner to double down on creating high-q...

Snapchat for a moment, because they don't want to share their ad revenue any longer with their media partners. they are changing strategy, they want to change the way they are working with these companies to get content for their discover section. the model now is, we pay you up front and then we keep all of the ad money, basically. there are a number of other big players doing the same thing, like facebook, apple, for example, offering similar structure to publishers who offer content and benefit from the likes of snapchat is they get full control over their ad inventory, so they get full con...

Big advertiser parties. the networks are trying to show up with the best they have to offer. they're trying to sell a bulk of their ad inventory for the fall. five broadcast english speaking guys alone have 9 billion to sell. just in primetime. not including morning time, "today," "snl," "jay leno," what have you. they're convincing them to shell out the bucks now rather than hold them back for later. >> not only have you educated ari about what an up front is, but you went to the up fronts yourself. what are some of the shows you think people will be watching this summer? >> this summer i thi...

The roof, but it's sold out in terms of ad inventory, and it's very limited. the masters limits how much advertising cbs can show per hour, so it's not a huge moneymaker for cbs. jane: what it is, i suppose, is going forward potentially a huge moneymaker for the masters next year and for other tournaments? >> you know, the masters is not really interested in making money. they've taken a very conservative approach. if they wanted to, it could be, you know, potentially one of the biggest sporting events every year, but they really limit how much in terms of maximizing revenues. but for the pga ...