Time Warner has selected Live Oak Interactive to help it roll out a new marketing tool that will allow companies to repurpose TV ads for the internet.

According to Live Oak Interactive CEO Andy Meadows, the as-yet-unnamed tool also will enable internet marketers to repurpose ads for TV.

The product is set to launch in September, when both companies plan to make more details available.

The move comes in the midst of widespread efforts by cable and satellite providers to link up with digital companies to create automated ad-serving tools for TV.

In March, Google signed a deal with DISH Network for an automated system to buy, sell and serve ads for TV.