IAB’s CreatorFronts Brings Influencer-Led Programming to Madison Avenue

Every year, the Interactive Advertising Bureau’s NewFronts give brands and agencies a first look at premium digital-native content. In 2026, creators will finally get a seat at that table.

The IAB announced the launch of the CreatorFronts, a new upfront-style marketplace dedicated entirely to the creator economy. The NYC event will take place September 15–17, 2026, at Convene 360 Madison, connecting brands with creator-led programming built around authenticity, culture, and influence.

For communicators, this marks a strategic evolution: the mainstreaming of creators into the formalized media buying process. Brands will be able to hear directly from top creators about upcoming content opportunities and transforming how influencer partnerships are planned, evaluated, and scaled.

“Bringing IAB PlayFronts, IAB Podcast Upfront, and IAB CreatorFronts together into one cohesive marketplace is about giving buyers what they've asked for—an easier, more efficient way to plan across the ecosystems that are redefining brand strategy,” said Carryl Pierre-Drews, EVP and CMO of IAB. “These aren't niche channels anymore; creator-led, podcast, and gaming environments are where culture lives and attention flows.”

The CreatorFronts will not replace the IAB NewFronts, which will return earlier than usual from March 23–26, 2026, to better align with annual planning and investment cycles. Instead, the CreatorFronts complement the calendar shift, offering a fall marketplace dedicated to the rapidly expanding creator economy.

For marketers and communications leaders, this new model reinforces a powerful reality: creators have become media networks in their own right. Where the NewFronts once previewed programming from digital publishers like YouTube and Hulu, the CreatorFronts now empower individuals and collectives to pitch advertisers directly.

That shift carries deep implications for brand storytelling. Authenticity, trust, and creative agility are now measurable assets. The CreatorFronts institutionalize what has long been an experimental space, signaling that creator-led marketing is no longer a side strategy—it’s core to how brands reach audiences.