Back in 2008, The Third Act (Digitas NYC’s content division) noticed there was no proper platform or marketplace to bring together content creators, distributors, talent and brands under one roof to progress the new emerging branded content economy. The Upfronts had been around for years; allowing brands to pre-plan what TV programming their advertising could surround in the coming year. But there was no place to rethink deal making and brand integration in the new digital age.
So we invented it.
Over five years, Digitas and The Third Act team expanded and morphed the event to be over 2 weeks long and widening participation across media owners, agencies and brands, completely revolutionizing the US content marketplace into what is now the IAB’s Digital Content Newfronts.