Yahoo! and AOL center stage at ‘Advertising Week’

Madison Avenue will be keeping a close eye on Yahoo! CEO Marissa Mayer and AOL boss Tim Armstrong this week, as their struggling Internet giants feel the pressure to merge.

The two will be on prominent display in New York, where thousands of ad-industry and media professionals will descend for the annual Advertising Week event.

Mayer and Armstrong might cross paths on Thursday morning when they attend separate sessions at the Times Center. Armstrong will chat with Publicis head honcho Maurice Levy in the morning, while Mayer will discuss her vision with Fast Company editors at noon.

Mayer on Friday received a letter from activist hedge fund Starboard Value, demanding she pursue a combination with AOL, along with other measures to cut costs.

Armstrong is no stranger to Starboard, which pressured AOL to explore a similar partnership with Yahoo in 2012. The hedge fund lost the fight to get AOL boards seats but only after Armstrong took steps to placate investors.

The stakes are high for Mayer and Armstrong, both former Google execs who are trying to turn around their aging companies while competing for the hearts and minds of marketers at Ad Week.

While marketers don't typically negotiate deals during the event, it provides a big stage for companies to talk up their business and establish relationships that could pay off down the road.

Facebook, for instance, is expected to unveil details of its new Atlas ad platform, which aims to improve how marketers track what users are doing on mobile devices.

Some companies are taking a different tack to grab attention. Online video ad company Virool is running a contest for a trip to outerspace, courtesy of Virgin Galactic.

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