The Interactive Advertising Bureau (IAB) has moved its NewFronts event, originally scheduled for April 27-May 6, to now run during the week of June 22. The decision had already been made, in light of the coronavirus pandemic, to make NewFronts a virtual experience with participants live-streaming their pitches to the advertiser and agency community for sponsorship of programming fare.

IAB reasons that moving the NewFronts will give publishers time to be creative, fine tune their messages and do their best work. This is in line with the IAB goal for NewFronts which is to help publishers showcase their work in the best way possible, and to be a connector for the industry.

“The NewFronts have always been about realizing our collective potential, not looking through the lens of the past. In that spirit, we’re having extensive conversations with both buyers and presenters about how to leverage this year’s unique challenges to create something that’s not just ‘OK, all things considered’ but really and truly better,” said David Cohen, president, IAB. “Our goal is to create a dynamic marketplace that connects buyers and sellers in a way that allows ample time for development, a robust platform for delivery, and safety for all.”