With Plans For The First ?Programmatic Upfront' Event, AOL Pushes For More Automated Ad Buying

AOL CEO Tim Armstrong has been evangelizing for programmatic advertising, where ads are purchased in an automated, data-driven way, usually through real-time bidding. Now the company plans to host what he says will be the industry's first upfront event on Sept. 23. Armstrong, along with incoming AOL Networks CEO Bob Lord and other company executives, discussed their plans at a dinner with reporters last night. On one level, it might seem a bit incongruous to hold an upfront event (where advertisers can make large spending commitments with publishers) for an ad-buying process that's supposed to be real-time and technology-driven. Or as one of the reporters asked: If programmatic ad buying is so efficient, why hold an upfront at all?

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