• January 19, 2010

The first-ever "Mobile Upfront" is set for March 16 in New York. OK, it's not really an upfront like the TV industry tradition where networks try sell the bulk of their ad inventory ahead of the upcoming season. But using the term "upfront" might help gin up excitement forthe mobile event at which agencies Aegis, Havas, IPG, MDC, Omnicom, and WPP are to discuss their mobile plans for 2010.

Organized by a group called the Mobile Advertising Institute and sponsored by mobile ad company JumpTap and AdWeek, the conference also promises to bring together brands, publishers and technology providers in the mobile world. It will be held at the Angel Orensanz Foundation of the Arts in the Lower East Side. --Mark Walsh