IAB NewFronts 2026 Highlights Four Shifts: Outcomes, AI, Retail Media and Video, and Creators.
The digital video is being measured less by prints and more by demonstrable impact.
Image: IAB NewFronts 2026 · original publication Image source ↗
What happened
IAB synthesized NewFronts 2026 into four trends: a shift from prints to results, an AI in measurement, convergence between media and video retail and creators as a core of video strategy.
What changes
Brand and performance are no longer treated as separate worlds when the video can be connected with purchase and measurement signals.
Why it matters
A creative piece may need to be designed from the start to be amusing, measurable and reusable on multiple surfaces.
Implications for businesses
Companies can demand a commercial metric for each piece: a dedicated visit, registration, quote, sale or repurchase, without reducing everything to the last click.
One Rhino’s take
Creativity doesn't lose importance because it's measurable. On the contrary: when everyone has access to the same inventory, the idea is one of the few variables that remains their own.
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