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Does the world need another upfront?

On the heels of its successful “Newfront” for online video, AOL is launching yet another “upfront” for ad-tech this fall, betting that just like TV, advertisers will commit budgets to machine-traded advertising ahead of time — if they can get a better deal by doing so.

TV’s upfront market and online’s programmatic advertising marketplaces are contradictory ways of selling advertising. In one, advertisers bid for valuable, scarce ad space for the coming year on TV. In the other, advertisers buy audiences across the web — with little regard to the content — as cheaply as possible and generally at the last minute.

Continue reading at AdAge.com