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AOL, DigitasLBi, Google, Microsoft, Twitter and Yahoo sign up to IAB UK Digital Upfronts event

By Angela Haggerty, Reporter

May 7, 2014 | 3 min read

The Internet Advertising Bureau (IAB) has announced an event for the digital advertising industry to showcase their best digital advertising inventory, UK Digital Upfronts.

Event: The IAB is launching UK Digital Upfronts

Following in the tradition of TV Upfronts, UK Digital Upfronts will coincide with the IAB’s Engage event in October, and so far it has the backing of AOL, DigitasLBi, Google, Microsoft, Twitter and Yahoo.

The event is designed to allow IAB members the chance to put on show their best creative inventory packages and give brands an idea of what is on offer with digital.

Writing in The Drum, IAB UK CEO, Guy Phillipson explained: "As a mature industry, it is essential that we establish new ways of working together to deliver the full potential of digital media. For brands, the IAB UK Upfronts will be a chance to evaluate premium digital opportunities during a crucial time for planning, so that marketing has a more joined up approach across a brand’s full suite of advertising channels. For media owners, the IAB UK Upfronts will represent an opportunity to showcase the best of what digital has to offer: premium content and highly engaged audiences. For content creators, the IAB UK Upfronts offer the occasion to find new partners to support the development of original content for digital distribution. In the future, the distinctions between brands, media owners and content creators may disappear entirely. In some cases, this is already happening - or even happened years ago."

Digital Upfronts takes place between 13 and 17 October, while the IAB Engage event – which is in its fifth year – takes place on 15 October.

The event will follow next week’s flagship IAB Mobile Engage event, media partnered by The Drum. Google Tesco, Twitter and Weve are confirmed speakers at the event, and actor Brian Blessed will bring proceedings to a close with a fireside chat.

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