The IAB NewFronts 2025 conference, held from May 5th to May 8th in New York City, serves as an annual check-in for the digital advertising industry, and this year was no different. Organized by the Interactive Advertising Bureau (IAB), NewFronts is a crucial event where major publishers, platforms, and content creators showcase their upcoming content and ad opportunities to media buyers and media planners. This year’s conference spanned from creator benefits to platform updates and new formats, but almost all presentations were underscored by Artificial Intelligence no longer being seen as an enhancement, but the foundational layer upon which the future of video content, distribution, and monetization is being built.

The Pervasive Hand of AI: Intelligence Infused at Every Layer

If there was a single theme that dominated NewFronts 2025, it was the omnipresence and accelerating sophistication of Artificial Intelligence within the work of digital marketing agencies. AI is no longer a futuristic concept; it is irrevocably transforming every single layer of the digital video advertising stack daily.

As it relates to ad placement and targeting, AI’s intelligence was highlighted as the key to moving beyond traditional, broad demographics. Platforms such as Wurl and Tubi detailed their advancements in AI-driven contextual analysis, which enables advertisers to place their messages within content that aligns not just thematically, but also emotionally. For example, an ad for a luxury car might appear during a triumphant sports moment, while a family-focused product could be seamlessly integrated into a heartwarming drama.

AI is also revolutionizing the media buying process itself. Programmatic platforms showcased their next-gen AI optimizers, capable of making precise, real-time bidding decisions on behalf of advertisers. In essence, this translates to campaigns that are not only more efficient in reaching target audiences, but also more effective in driving desired outcomes. The ability to instantly analyze billions of data points – from viewing habits to conversion pathways – allows for a more dynamic allocation of budgets, helping every dollar spent be optimized for maximum impact. The future of media buying, as presented at NewFronts, is increasingly automated, intelligent, and driven by predictive analytics.

CTV’s Ascent to Full-Funnel Dominance Goes Beyond Awareness

Connected TV (CTV) saw some gains in popularity among agencies this year, establishing itself as far more than just a top-of-funnel branding vehicle. One major player in the CTV space, Amazon, debuted advancements in their interactive video ads, which now allow viewers to purchase products directly from their TV screen with their remote.

Similarly, Teads and LG Ad Solutions presented their latest work in interactive overlays, pause ads, and gamified advertising experiences. Their format, “Pause Ads”, are now appearing when a viewer temporarily stops content, and they are sold as a non-intrusive, yet impactful, opportunity for brand messaging. Alternatively, “Gamified Ads” on these platforms leverage interactivity via rewards or exclusive content to build deeper engagement, transforming a passive viewing experience into an active interaction with the brand.

The final CTV highlight came from the expanding landscape of Free Ad-Supported Streaming TV (FAST) channels. Major content providers and streaming platforms announced substantial investments in expanding their FAST offerings, often including exclusive, premium content that previously lived behind paywalls. This rapid expansion of FAST channels presents an enormous opportunity for advertisers to reach highly engaged audiences in a TV-like environment but with the enhanced targeting and measurability of digital. The blend of linear-like comfort with digital precision is proving to be a winning combination for both viewers and advertisers. Overall, the story was that CTV is no longer just about mass reach; it’s about targeted reach with measurable, performance-driven outcomes.

Creators: The Epicenters of Culture, Commerce, and Community

Across many panels and demonstrations, the impact of content creators and content creation agencies was the center of discussion. Specifically, social media creators were shown to have immense power in driving product discovery, building communities, and ultimately, influencing purchasing decisions. In order to support these Creator VIPs, new tools and initiatives were announced that promised to serve as bridges between brands and creators.

Included in these enhancements were improvements to discovery platforms that simplify the process for brands to find creators whose demographics and values align well with their campaigns. TikTok, for instance, used its NewFronts appearance to showcase its commitment to creators and highlighted how its platform continues to lead to impactful social media marketing moments.

There was also a focus on streamlined matchmaking services and improved measurement methodologies to accurately attribute the impact of creator content on overall campaign performance. This signals a move towards a more sophisticated creator economy, where ROI is clearer and partnerships are more strategic.

Social Platforms Evolving into Intent-Driven Commerce Hubs

The evolution of social media platforms from mere entertainment conduits to powerful, intent-driven search and commerce hubs was another major theme of NewFronts 2025. The lines between social discovery, content consumption, and direct purchase have continued to blur, and likely will continue to do so.

TikTok, for instance, showed off its investment in features that allow users to discover products organically within their feed and then seamlessly transition to a purchase. This included shoppable videos, live commerce events, and in-app virtual storefronts. The platform is not just about entertainment; it’s becoming a significant starting point for product research and direct transactions, challenging traditional search engines and e-commerce sites.

Adding to this strategy, TikTok announced new support tools for small and medium-sized businesses (SMBs), providing more resources for these advertiser groups to leverage the platform’s commerce capabilities. And despite ongoing legislative challenges in the U.S., TikTok conveyed a strong message of confidence in its future to advertisers, emphasizing its commitment to its users and partners.

Similarly, YouTube emphasized its growing role in the discovery stages of the buyer’s journey, with viewers increasingly turning to the platform for reviews, tutorials, and product demonstrations before making purchasing decisions. New features integrating product feeds and direct links within video content were touted by the video giant, the goal being to capture more attention real estate along the way. Meta platforms, including Instagram and Facebook, displayed their continued ecommerce advancements in the form of enhanced shopping experiences, personalized product recommendations, and augmented reality (AR) “try-on” features.

And now, even professional networking platforms are expanding their video advertising capabilities. LinkedIn, for example, unveiled its newest video ad options, allowing B2B marketers to leverage the power of video storytelling to connect with professionals and drive conversions within their unique context. This highlights the expanding definition of “video for social” and its application across diverse consumer and professional groups.

In short, these updates mean some brands may need to rethink their social media KPIs. It’s no longer just about building brand awareness or driving traffic off-platform. It’s about optimizing content for in-app search, creating compelling, shoppable experiences, and leveraging each platform’s native commerce tools to shorten the path to purchase. As always, the goal of any good social ad is to capture consumer intent precisely when it emerges within their browse.

Identity, Inclusion, and Attention: The Human Element in a Tech-Driven World

Amidst the dizzying array of technological advancements, a powerful emphasis on the human element also emerged throughout some of this year’s discussions. Diverse voices and cultural relevance were championed as strategic imperatives, not just corporate social responsibility initiatives.

Companies like MyCode, Revry, Estrella Media, and LatiNation delivered compelling presentations on the importance of authentic content creation and ad placement within programming that genuinely reflects and celebrates diverse communities. The message was that this isn’t just about reaching niche audiences; it’s about building trust and resonance with a multicultural consumer base, because we’ve seen time and time again that the audience resonates with seeing itself accurately represented in media. Ignoring the nuances of identity, ethnicity, and lived experiences risks, if not assures, that advertisers, studios and publishers alienate significant segments of the market.

Again, there was a palpable shift in the conversation around measurement at NewFronts this year. While traditional impressions and reach remain important, a deeper focus emerged on “attention” and “dwell time” as more meaningful proxies for engagement. Marketers are increasingly understanding that simply being seen isn’t enough; the ad must be truly attended to. This led to discussions about developing better metrics for active viewing, measuring emotional response, and understanding how long an ad truly captures a viewer’s focus.

In essence, NewFronts 2025 reaffirmed that while technology provides the tools, it’s the human connection that drives true impact. The brands that will thrive will be those that can align their values with the cultural nuances of their target audiences, and then capture their genuine attention through relevant content.

Looking Ahead: The Intelligent, Immersive Future

All in all, IAB NewFronts painted a vivid, compelling picture that showed digital video advertising has grown broader, yet more precise than ever before. Overall, the marching orders were:

• Brands Must Embrace AI as a Strategic Partner: AI is not a trend; it’s the operational backbone of future campaigns, and it can offer improved efficiency, targeting, and optimization if used adeptly.
• Revisit Investments In CTV: CTV is a mature, full-funnel platform capable of driving measurable performance across the entire sales journey. No longer is it just one of many levers at the top of your funnel.
• Collaborate And Support Your Creators: Content creators are still in charge, and to reach the communities they represent, brands must support and represent them well in return.
• Optimize for Social Commerce: Social media platforms are powerful intent engines and have grown into their roles for direct ecommerce. New tools are also available for SMBs for some platforms.
• Prioritize Identity, Inclusion, and Attention: Cultural fluency and genuine engagement are paramount for building lasting brand relationships.