IAB Unveils the Lineup for Its First Virtual Podcast Upfront

Media buyers appreciate 'nimble' nature of podcast ad buys

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Similar to how the Interactive Advertising Bureau handled NewFronts this year, the sixth annual IAB Podcast Upfront event is also going virtual amid the pandemic.

Dozens of entertainment brands are expected to participate in the event scheduled for Sept. 9-11, with returning presenters including Authentic, ESPN, iHeartRadio, Meredith Corp., Midroll Media, NPR, Westwood One and Wondery.

Other presenters will include Acast featuring BBC, AdsWizz, American Public Media, ART19, Barstool Sports, Cadence13 and Pineapple Street Studios, of Entercom, Forever Dog Productions, PMM, Pushkin Industries, Sony Music Entertainment, Vox Media Podcast Network and WarnerMedia Podcast Network.

The IAB is anticipating brand integration strategies and analytical tools to dominate conversations, particularly as the means to measure podcast performance has only developed since it held the in-person iteration of the podcast upfronts last year.

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