AOL to Launch Programmatic Upfront During Advertising Week

Plan is to jump-start a marketplace for machine-sold ads

AOL is attempting to ignite a large-scale, machine-driven online ad market for premium advertisers and sellers by borrowing a page from old media—all in an effort to pull more TV dollars to the Web. On Sept. 23 during Advertising Week in New York the company will host what it is calling the first Programmatic Upfront, during which 150-plus advertisers, agency analysts and investors will theoretically gather and if all goes well allocate big chunks of their media budgets to the Internet.