The Interactive Advertising Bureau (IAB) announced a significant restructuring of its 2026 events calendar, creating a dedicated fall week that brings together creator-focused marketing platforms. The new arrangement positions the IAB Podcast Upfront within a broader marketplace that includes gaming, audio, and digital creator showcases.

Starting September 2026, the IAB Podcast Upfront will operate as part of a three-day series of events focused on creator-driven media. The Podcast Upfront, scheduled for September 16, 2026, will maintain its fall timing where it returned this year after being attached to the IAB NewFronts from 2021 to 2024.

“The combination of upfronts operating on both a broadcast and calendar cycle, coupled with the always-on nature of digital investments, meant that we needed to develop marketplaces in both the spring and the fall,” explains IAB CEO David Cohen.

Creator Economy Takes Center Stage

The fall week launches with the newly created IAB CreatorFronts on September 15, 2026, establishing a dedicated marketplace for the creator economy. Following the Podcast Upfront on September 16, the week concludes with the gaming and immersive media-focused IAB PlayFronts on September 17.

“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,” says IAB Chief Marketing Officer Carryl Pierre-Drews.

As part of this realignment, the IAB NewFronts moves to March 23-26, 2026, positioning it closer to the traditional television upfronts typically held in May. This shift responds to market feedback and provides buyers earlier access to premium inventory across streaming and digital platforms.

“IAB NewFronts moving to March gives buyers a first-mover advantage in accessing premium inventory across streaming and digital platforms,” Cohen notes.

Format Remains Exclusive

The IAB Podcast Upfront maintains its invite-only format, designed specifically for brand marketers, agency professionals, and podcast companies. The event continues to serve as a platform where podcast networks showcase new shows, emerging talent, and exclusive advertising opportunities.

This calendar restructuring reflects IAB’s recognition that creator-led environments, podcasts, and gaming are now mainstream channels where “culture lives and attention flows,” according to Pierre-Drews, rather than niche media options.

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