The recent IAB NewFronts, TV Upfronts, and Cannes Lions are three of the advertising industry’s marquee 2025 events and collectively delivered lessons for news media leaders: The “post-traffic era” points to the need for AI technology investment, authentic partnerships grounded in shared value, and measurable outcomes. 

While platforms showcased AI-powered automation and creators commanded billion-dollar valuations, successful news publishers demonstrated how to leverage editorial authority for sustainable advertising growth.

The follow is what I thought were the most interesting and relevant takeaways from NewFronts and TV Upfronts (more on Cannes in a later post):

NewFronts 2025: the digital media showcase

News publishers demonstrated their strategic portfolio positioning at IAB NewsFronts in New York in May: 

• The New York Times exemplified strategic evolution in its first NewFront appearance in six years. Rather than leading with journalism, the Times highlighted cultural influence and major moment marketing — Met Gala, Oscars, Super Bowl, back-to-school shopping. Key innovations included BrandMatch expansion (AI-powered content matching now spanning The Athletic, Cooking, Wirecutter, and Games) and sponsored access (brands unlocking paywalled content for non-subscribers).
• The Washington Post emphasised format innovation, with Global Chief Advertising Officer Johanna Mayer-Jones highlighting the publisher’s standout TikTok strategy as an example of how news organisations can adapt to new platforms while maintaining their brand authority.
• The Guardian US participated in the “Spotlight on: News @ NewFronts” session, exploring the value of investing in quality journalism and demonstrating how trusted news environments can provide unique advertising value.
• Yahoo leveraged its 30th anniversary to showcase three key differentiators: its DSP capabilities, creator partnerships, and sports content — particularly relevant given the major year ahead in sports with the World Cup and Olympics, plus the surging momentum in women’s sports

In addition, platform giants set new baseline expectations.

• Google’s demonstration of AI-powered media planning in Display and Video 360 proved compelling for advertisers, generating CTV buying strategies in seconds while surfacing live sports and upfront opportunities automatically. 

• Yahoo and Snap followed with automated bidding systems promising superior ROAS without human intervention. This points to an implication that advertisers will increasingly expect instant, data-driven capabilities as standard offering.

• Meta’s expansion into Threads advertising and enhanced creator collaboration tools signaled the creator economy’s continued integration into mainstream advertising. With creators earning US$15 billion from U.S. social media in 2025 alone, their “speed, flexibility, and value” advantages over traditional production have become undeniably clear.

TV Upfronts 2025: the streaming revolution is a sea change for all publishers

The May TV Upfronts, also in New York, revealed a fundamental power shift favouring streaming platforms over traditional networks. 

Amazon, Netflix, and YouTube dominated with data-driven, immersive presentations showcasing sophisticated ad tech development. Traditional networks, by contrast, relied on celebrity cameos and legacy IP — a strategy media buyers described as “flat” and outdated.

Perhaps the most significant revelation came from the stark contrast between streaming giants and legacy networks. Streaming platforms outshined traditional media by turning their platforms and IP into immersive experiences while showcasing ad tech developments that provide advertisers with better tools to drive performance.

Meanwhile, traditional networks struggled to evolve with today’s consumer expectations. As media buyers noted, their presentations “felt flat, heavy on celebrity cameos, light on viewer engagement tools.”

As one buyer observed: “The real difference: Streamers focused on data-driven, immersive, and second-screen engagement while traditional players leaned on the same playbook of star power, live content, and legacy IP.”

Sophisticated data capabilities, performance measurement, and innovative ad tech integration are increasingly becoming baseline requirements for serious media partnerships.

An emphasis on shoppable content and real-time data reflects commerce media’s expansion beyond retail — banks, airlines, and hotels now leverage first-party data for media businesses. And 53% of marketers prioritise outcomes in media negotiations, though performance metrics don’t yet guarantee deal structures.

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