IAB NewFronts 2026 to Spotlight AI-Driven Video Marketplace Shifts

Event summary

  • IAB NewFronts 2026 will take place March 23–26 in New York City, featuring live and virtual presentations from industry leaders.
  • The event highlights the integration of AI across the video marketplace, reshaping content creation, media buying, and performance measurement.
  • IAB Main Stage returns on March 25, focusing on video investment strategies adapting to AI, commerce, and cross-platform performance demands.
  • Brands and agencies will gain lead time for planning decisions as NewFronts is held earlier in the calendar year.
  • Select sessions will be streamed on IAB.com, with some presentations not available virtually.

The big picture

The 2026 IAB NewFronts underscores the industry's transition to an AI-powered, performance-driven video marketplace. This shift reflects broader trends in digital advertising, where impressions are no longer the primary metric and real-time optimization is critical. The event's earlier calendar positioning aims to provide buyers with greater lead time to align strategies with rapidly evolving market dynamics, highlighting the increasing importance of AI in reshaping the video advertising landscape.

What we're watching

AI Integration
How the embedding of AI across the video value chain will impact content creation, media buying, and performance measurement.
Market Dynamics
Whether the shift to an always-on, real-time video marketplace will sustain the pace of innovation and adaptation required.
Performance Accountability
The extent to which streaming and CTV channels will maintain direct accountability for business outcomes as performance-driven channels.