The Interactive Advertising Bureau (IAB) is set to host its 2026 NewFronts event from March 23 through 26 in New York City, a gathering that promises to redefine how marketers, agencies, and technology providers approach video advertising. Unlike previous iterations that focused largely on brand awareness, this year’s agenda emphasizes an “always‑on” ecosystem where artificial intelligence, performance measurement, and commerce integration take center stage.
Why the 2026 edition matters
The press release highlights a market that is no longer content‑centric but outcome‑centric. “I cannot remember a more dynamic time in the industry,” IAB CEO David Cohen told reporters. “Every facet of the business is being reinvented and the days of impressions as a proxy for results are fading.” Cohen’s remarks capture a broader industry trend: streaming and connected‑TV (CTV) platforms are transitioning from vanity‑metric vehicles to performance‑driven channels that directly influence revenue.
Artificial intelligence now permeates the entire video value chain—from content creation and audience targeting to buying, selling, and post‑campaign attribution. This integration is not just a buzzword; it’s a functional shift that lets advertisers optimize spend in real time, align creative with commerce, and measure impact against concrete business outcomes.
Event format and accessibility
NewFronts traditionally serves as a spring‑time showcase for emerging video technologies. This year, the IAB has expanded the format to blend in‑person sessions with virtual streams, ensuring broader access for global buyers and sellers. The event will be hosted across multiple venues in Manhattan, with a dedicated IAB Main Stage on March 25 featuring curated presentations from a mix of buy‑side, sell‑side, and technology firms.
The IAB also promises a “Recharge Lounge” sponsored by A+E Networks, providing informal networking space for attendees to discuss partnership opportunities and share insights beyond the formal agenda.
Full agenda at a glance
Below is a distilled version of the four‑day schedule, preserving the original timings and presenters. All sessions are listed in Eastern Standard Time (EST).
March 23 – Monday
- 9:30 am – 10:45 am: Google – Presentation (virtual)
- 11:30 am – 1:00 pm: Samsung – Presentation (not streamed)
- 9:00 am – 5:15 pm: IAB Stage – Continuous programming (details below)
- 9:00 am – 10:30 am: Genius Sports – Presentation (virtual)
- 7:00 pm – 8:30 pm: LinkedIn – Presentation (virtual)
- 2:00 pm – 3:30 pm: Meta – Presentation (virtual)
- 4:30 pm – 6:00 pm: LG Ad Solutions – Presentation (not streamed)
- 6:00 pm – 9:00 pm: Yahoo – Presentation (virtual)
- 7:00 pm – 8:30 pm: Snap Inc. – Presentation (virtual)
- 7:00 pm – 8:30 pm: UPROXX – Presentation (virtual)
March 24 – Tuesday
- 9:00 am – 12:30 pm: Google NewFront Main Show – Full‑day showcase (virtual)
- 2:00 pm – 3:30 pm: Tubi – Presentation (virtual)
- 4:30 pm – 6:00 pm: TikTok – Presentation (virtual)
- 4:30 pm – 6:00 pm: YouTube – Presentation (virtual)
- 2:00 pm – 3:30 pm: Walmart | VIZIO – Joint presentation (virtual)
March 25 – Wednesday (Main Stage)
- 8:00 am: Networking Breakfast (sponsored)
- 9:00 am: IAB Welcome & Keynote (CEO David Cohen)
- 9:20 am: Comcast Advertising – Keynote
- 10:05 am: Entrepreneur – Presentation
- 10:15 am: Teads – Presentation
- 10:30 am: Networking Break
- 11:10 am: Albertsons Media Collective – Presentation
- 11:20 am: Cadent – Presentation
- 11:45 am: TiVo Ads – Presentation
- 11:55 am: Fawesome and HappyKids – Joint presentation
- 12:15 pm: DoubleVerify (DV) – Presentation
- 12:30 pm: Lunch (sponsored by Infillion)
- 1:35 pm: Xumo – Presentation
- 1:55 pm: Upwave – Presentation
- 2:10 pm: LatiNation Media – Presentation
- 2:30 pm: Infillion – Presentation
- 2:40 pm: Intuit SMB MediaLabs – Presentation
- 2:50 pm: Networking Break
- 3:30 pm: Offscript Worldwide – Presentation
- 3:55 pm: VDX.tv – Presentation
- 4:05 pm: Anoki – Presentation
- 4:30 pm: Channel Factory – Presentation
- 5:00 pm: Networking Reception (sponsored)
March 26 – Thursday
- 9:00 am – 5:15 pm: IAB Stage – Final day of continuous programming (details as per earlier days)
Note: Attendees must contact each presenter directly to secure a spot in the sessions that are not streamed. The IAB advises that speakers and timings are subject to change; the most current agenda can be found on the IAB website.
The Main Stage’s strategic focus
The Main Stage agenda underscores a shift toward programmatic OTT storytelling. Sessions from Comcast Advertising, Teads, and Intuit SMB MediaLabs will explore how data‑driven creative can be paired with commerce triggers to drive measurable ROI. The inclusion of Albertsons Media Collective and Cadent signals growing interest in retail‑centric video experiences, while TiVo Ads and Xumo illustrate the convergence of traditional linear TV ad tech with programmatic OTT solutions.
Industry context and competitive implications
The NewFronts agenda mirrors broader market movements. According to recent research from eMarketer, CTV ad spend in the U.S. is projected to surpass $30 billion by 2027, with AI‑enabled buying expected to account for a majority of that growth. By aligning its event with AI, commerce, and real‑time activation, IAB positions itself as a hub for the next wave of ad‑tech innovation.
Competitors such as PubMatic, Magnite, and The Trade Desk have all announced AI‑enhanced buying platforms in the past year. IAB’s decision to spotlight AI across both the general NewFronts sessions and the Main Stage suggests that the bureau intends to set industry standards rather than merely follow them. The presence of heavyweights like Google, Meta, Snap, and TikTok further validates the event’s relevance; these platforms are actively rolling out AI‑powered audience segmentation, creative optimization, and automated bidding tools.
Voices from the front lines
David Cohen’s opening remarks capture the zeitgeist: “AI is now embedded across the entire value chain, reshaping how content is created, how media is bought and sold, and how performance is measured.” His emphasis on “always‑on” video reflects a market where advertisers expect instant feedback loops and the ability to pivot campaigns mid‑flight.
Adding a buyer‑centric perspective, Jamie Finstein, Vice President of Media Center at IAB, noted, “As the video landscape continues to evolve and boundaries are blurred between content, culture, commerce, creator, and more, this year’s IAB NewFronts will spotlight the exciting innovations redefining video and how audiences engage across streaming and digital platforms.” Finstein’s comment underscores the convergence of content and commerce—a trend that has been accelerated by shoppable video formats and integrated measurement suites.
What marketers should watch
- AI‑driven optimization – Expect live demos of predictive bidding, automated creative generation, and cross‑platform attribution models.
- Commerce integration – Sessions from retail‑focused media collectives will likely reveal new shoppable video standards.
- Real‑time measurement – With the “always‑on” narrative, vendors will showcase dashboards that update spend and performance metrics by the minute.
- Cross‑device orchestration – The agenda’s mix of CTV, OTT, and mobile players hints at a push toward unified buying across screens.
Marketers attending should come prepared with specific performance goals—such as cost‑per‑acquisition (CPA) or return‑on‑ad‑spend (ROAS)—to evaluate the relevance of each technology showcase.
Bottom line
IAB’s 2026 NewFronts appears to be more than a showcase; it is a strategic forum where the industry’s AI‑first, performance‑centric future will be mapped out. By bringing together the biggest names in video, commerce, and measurement under one roof (both physical and virtual), the event could set the tone for how advertisers allocate budgets in the next fiscal cycle. For agencies and brands looking to stay ahead of the curve, the agenda offers a roadmap to the tools and tactics that will define the next era of video advertising.
Get in touch with our Adtech experts
