The Interactive Advertising Bureau says the fruit of this year's Digital Content NewFront negotiations will be apparent by year's end, despite little evidence so far that digital video advertising stole television's thunder, writes Mike Shields. More than three of four of media buyers who attended the events say they will close at least one deal as a result, per an IAB survey. "You'll see a lot of activity happen later in the year, in the third or fourth quarter. It's a TV-first model, so you had a lot of NewFront attendees saying, 'Let's see what's good, pick out the most interesting opportunities and we'll go back,' " said Randall Rothenberg, IAB president and CEO.
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