“The digital advertising industry is evolving faster than ever, and at IAB we’re not reacting to change, we’re driving it,” said Goldstein. “These strategic IAB Center of Excellence hires are a clear investment in the future of digital advertising with a sharp focus on AI, commerce media, the creator economy, streaming video/CTV, and measurement. We are equipping our members to drive innovation, not just respond to it.”

New Leadership to Spearhead Core Initiatives

The organization welcomes three new senior executives with deep expertise across AI, commerce/retail media, and digital media strategy.

Collin Colburn, Vice President, Commerce, leads the IAB Commerce Board and related initiatives within the broader commerce landscape, including retail media. With prior roles at Forrester and Horizon Media’s commerce agency, Night Market, Colburn is focused on supporting the growing commerce media ecosystem, defining incrementality, and navigating the convergence of the store and monetization strategies. By defining industry standards that support transparent, accountable, and adaptable commerce practices, Colburn aims to promote consistent frameworks to improve operational efficiency and help advertisers use media more effectively in today’s digital marketplace. He will also spearhead IAB’s annual Connected Commerce Summit, in NYC on September 9, 2025.

“IAB is at the forefront of advancing the maturity of commerce media and focusing on driving consistent, transparent standards across the commerce landscape. It’s exciting to be part of an organization that’s not only shaping the conversation but also building the infrastructure for a more trustworthy and effective digital ecosystem,” added Colburn.

Jamie Finstein, Vice President, Media Center, brings over 15 years of digital strategy experience from WPP Media. She will drive advancement across CTV, digital video, audio, DOOH, and brand safety. In this role, Finstein will support the growth of video through data-driven standards, help resolve video measurement, and drive consistency across the marketplace and standardize video formats. She will also drive audio innovation by enhancing programmatic standards and VAST integration, support DOOH (DOOH) by addressing the space’s unique complexities, and strengthen brand safety by tackling AI-driven fraud. Additionally, Finstein will lead the IAB Audio and Video Boards, as well as key events including IAB Video Leadership Summit on July 14-15 and IAB Podcast Upfront (September 30) as well as IAB NewFronts.

“I’m excited to join IAB at a time when the industry is evolving rapidly and the demand for advancements in standardization is growing,” said Finstein. “There is a real opportunity to drive meaningful progress – bringing greater consistency, transparency, and innovation to how we create, measure, and improve digital experiences. I look forward to working with our members and partners to drive innovation and build a more unified digital ecosystem.”

The IAB Media Center also includes Jason Adamski and Matt Shapo as Directors. Adamski joins IAB after leading media strategy at Ferrero as North American Media Manager, with prior senior media positions at PepsiCo, Accenture, MediaVest, Mullen, and Boston Beer Company. In his role with the IAB Media Center, Adamski oversees video and digital out of home (DOOH), focusing on standardizing DOOH planning and buying practices, enhancing measurement models, and proving its effectiveness across the full purchase funnel to elevate DOOH as a key part of omnichannel media plans.

A passionate advocate for audio’s powerful role in omnichannel advertising campaigns, Shapo leads education and research initiatives, advocating for audio’s unique strengths and promoting collaboration among publishers, tech providers, content creators, and brands to support sustainable, ad-supported media. He also leads the IAB’s Ecosystem Health Initiative, which elevates the value of news-related content and focuses on advancing contextual targeting across all media genres as well as supporting the growth of publishers and the open web.

Caroline Giegerich, Vice President, AI, previously announced, will lead IAB’s AI roadmap by developing tools, resources, and standards that support the responsible and effective use of AI across all corners of the digital advertising industry. With over twenty years of experience in marketing, innovation, and emerging technology, she has held senior roles at HBO, Warner Music Group, MediaLink, and Smashbox Cosmetics.

“AI is reshaping every aspect of digital advertising, and the industry needs clear guidance to move forward with confidence,” added Giegerich. “IAB is focused on delivering actionable frameworks, best practices, and scalable tools that ensure AI is used responsibly and effectively. As I take on this role, I am eager to help our members understand AI is not just about innovation—it’s about building a foundation the entire ecosystem can trust and build on.”

“This reorganization represents a pivotal step in ensuring IAB continues to deliver best-in-class leadership, resources, and insights to help our members navigate the rapidly evolving media and marketing landscape,” concluded Gabilan. “Collin, Jamie, and Caroline, are on the bleeding edge of their respective fields and will provide our members with the perspective they need to thrive in a changing advertising ecosystem.”

Additionally, Angelina Eng has been promoted to Vice President, Measurement, Addressability & Data (MAD) Center and CoE Operations. She will continue to oversee the MAD Center, while also coordinating operations across all IAB Centers of Excellence to streamline processes and boost collaboration. Eng will also lead the IAB Measurement Leadership Summit on July 15-16.

As part of IAB’s Centers of Excellence leadership, Zoe Soon, Vice President of the IAB Experience Center, is also expanding her remit to lead the newly established Creator Economy Board and oversee all creator economy and gaming initiatives, including IAB PlayFronts. And Matthew Renne, Vice President of the Professional Development and Education Center (PDEC), plays a key role in equipping digital marketing and media professionals with industry-driven training and resources to foster growth, adaptability, and long-term success in today’s workplace.

About IAB

The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Kate Dougherty / Brittany Tibaldi
551-265-2825 / 516-974-2216
kdougherty@kcsa.com /btibaldi@kcsa.com

The post IAB Updates Centers of Excellence and Expands Leadership Team to Accelerate Industry Innovation appeared first on IAB.

New York, NY — May 12, 2025 — Today, Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) released the Attention Measurement Guidelines for public comment. Developed by the IAB Attention Task Force — a group of more than 200 members from across the advertising, media, and measurement industries — these guidelines offer a structured framework for the consistent measurement and reporting of attention across media. During the public comment period of 60 days, until July 12, 2025, we invite brands, publishers, platforms, agencies, and measurement providers to review the guidelines and provide feedback.

“Attention is getting a lot of, well, attention — but without a shared standard, it’s become a bit of a Wild West situation,” said Angelina Eng, VP of Measurement, Addressability & Data Center & Center of Excellence Operations. “Right now, there are too many different ways to measure and define it, which creates confusion and makes it hard to compare results or build trust. These guidelines are about bringing order to the chaos. They lay down a clear, consistent foundation so that attention can be measured in a way that’s credible, useful, and ready for where the industry is headed.”

The measurement guidelines outline four primary methodological approaches — data signals, visual tracking, physiological and neurological observations, and panel or survey-based inputs — creating shared standards that can be applied across formats and platforms. By reducing reliance on inconsistent or proprietary methodologies, they give all sides of the ecosystem a common baseline for comparing attention metrics and aligning them to business outcomes.

“From the MRC’s standpoint, measurement only works when it’s grounded in rigor and ready for real-world scrutiny,” said Ron Pinelli, Senior Vice President, Digital Research & Standards, MRC. “Right now, attention is being used in a number of different ways — some valid, some speculative — and that’s a problem if we want it to be taken seriously as part of the measurement toolkit. These guidelines take a hard step toward separating signal from noise. They define not just what attention is, but how to measure it across different methodologies in a way that’s transparent, comparable, and built for future accreditation.”

The Attention Measurement Guidelines establish clear parameters around how attention should be applied in practice — not as a replacement for delivery or outcome metrics, but as a complementary signal that can enhance how exposure and engagement are understood. By aligning methodologies, definitions, and reporting principles, the framework helps reduce ambiguity and supports more confident decision-making across planning, buying, and evaluation. It gives the industry a way to move beyond experimentation and begin operationalizing attention with greater consistency and accountability.

“This is about creating the conditions for trust — and ultimately, investment — in attention as a reliable indicator of exposure and engagement,” Eng concluded. “But it only works if the industry leans in during this public comment period and helps shape something we can all stand behind.”

Stakeholders are encouraged to review the draft Attention Measurement Guidelines and submit comments before July 12, 2025, here. A final version is expected to be released before the end of 2025, laying the groundwork for future MRC accreditation audits of attention measurement services.

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

About MRC
The Media Rating Council is a non-profit industry association established in 1963 comprised of leading television, radio, print and digital media companies, as well as advertisers, advertising
agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 110 research products are audited by the MRC. Additional information about MRC can be found at www.mediaratingcouncil.org.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com

The post IAB and MRC Release Attention Measurement Guidelines for Public Comment appeared first on IAB.

The standards are the result of a joint initiative between IAB Europe and IAB that builds on the IAB/MRC Retail Media Measurement Guidelines and IAB Europe’s Retail Media Measurement Standards released by IAB in January 2024 and by IAB Europe in April 2024. Developed through a highly collaborative process involving key industry stakeholders, the effort included an in-person workshop hosted by IAB Europe in July 2024 that brought together 14 Retail Media Networks (RMNs) such as Ahold Delhaize, Douglas Marketing Solutions, Kingfisher, MediaMarkt, and Schwarz Media, among others. The process also involved virtual workshops and consultations with buy- and sell-side stakeholders, ensuring comprehensive representation from those driving the future of Retail Media.

The standards cover a range of essential areas including:

• Definitions: Clear terminology for in-store digital Retail Media components.
• Formats: Recommended formats for in-store advertising placements.
• Store Zones: Standardised classification of key areas within stores where media can be deployed (e.g., entry, checkout, aisle).
• Measurement: Guidelines for tracking, reporting, and analysing campaign performance across various in-store formats.

Commenting on the release of the standards, Townsend Feehan, CEO, IAB Europe said, “The rapid growth of in-store digital Retail Media demands a unified approach to measurement and standardisation across markets. By introducing these first-ever measurement standards in partnership with IAB US, we aim to not only drive consistency and transparency in this space but also help retailers, brands, and technology providers unlock new revenue streams. These standards are critical in our collective effort to make Retail Media a more accessible and integrated part of digital advertising strategies across Europe and beyond.”

“Retail Media Networks have already had a meaningful impact on the digital advertising industry in a short period of time,” said David Cohen, CEO, IAB. “Working in conjunction with IAB Europe, we are fostering a collaborative ecosystem to ensure that in-store Retail Media is properly understood and utilised in an efficient and safe manner, for all constituents to thrive in this ever-evolving landscape.”

As the in-store digital Retail Media landscape continues to grow, these standards represent a crucial step toward technological investment and the standardisation needed to drive further adoption and cross-channel integration of Retail Media.

The new standards are now open for industry feedback until 1st November 2024, and we invite you to send all comments to retailmediastandards@iabeurope.eu or data@iab.com. IAB Europe and IAB have also planned further guidance and education sessions to support implementation.

For more information, including the full set of standards, visit the IAB Europe website here or the IAB website here.

About IAB Europe
IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Its mission is to promote the interests of the industry and enable cross-ecosystem collaboration amongst its national federation and corporate members to drive solutions to shared challenges and develop frameworks, standards, and programmes that contribute to sustainable growth and innovation.

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

For more information please contact:

IAB Europe:
Lauren Wakefield
Marketing & Communications Director, IAB Europe
wakefield@iabeurope.eu – +44 (0) 7828 514 193

IAB:
Kate Tumino Dougherty / Brittany Tibaldi
551-265-2825 / 347-487-6794
kdougherty@kcsa.com / btibaldi@kcsa.com

The post IAB Europe and IAB Release First-Ever In-Store Retail Media Definitions and Measurement Standards for Public Comment appeared first on IAB.

New York – March 14, 2024 – Today, IAB released its annual report, “State of Data 2024: How the Digital Ad Industry is Adapting to the Privacy-by-Design Ecosystem.”

The study, conducted by IAB in partnership with BWG Strategy, surveyed over 500 advertising and data experts at brands, agencies, and publishers. It reveals the substantial operational and financial adjustments being undertaken by the digital ecosystem as it moves towards a privacy-by design architecture.

“The meaningful investments being made are proof positive of the industry’s commitment to a privacy-first orientation,” said David Cohen, Chief Executive Officer, IAB. “Executives are taking notice and funding the right initiatives for the next stage of industry growth”.

Key findings from the study include:

Nearly all (95%) advertising and data decision-makers at brands, agencies, and publishers expect continued signal loss and/or privacy legislation in 2024 and beyond.

The industry is investing in hiring new subject matter experts (SMEs), updating training for their staff, creating dedicated teams, expanding their legal expertise, leveraging new technology, and increasing first-party data efforts.

82% of the respondents said the makeup and structure of their organizations have been impacted by legislation and signal loss. Nearly 80% are training or planning to train their staff directly in data/privacy-related topics, while half of companies are creating or planning to create dedicated teams/departments (49%) and hiring or planning to hire external SMEs (48%).

Respondents believe the new paradigm will challenge targeting, personalization, and measurement. 

More than half expect it to be harder to track conversions overall (55%), post-view conversions (52%), attribute campaign/channel performance (55%), measure ROI (55%), make optimizations (50%), and measure frequency (50%) and reach (47%). Nearly nine-in-ten ad buyers report shifts in personalization tactics, ad spend, and their mix of first, second, and third-party data. Over three-in-four cite selection changes in media channels and KPIs, along with more seller-direct deals.

To improve data quality, brands, agencies, and publishers are turning to first-party data and data-enrichment tools. 

The study found that 71% of brands, agencies, and publishers are currently or planning to grow their first-party datasets, nearly twice the rate of just two years ago (41%).

“To tackle data quality challenges, it’s crucial for brands, agencies, and publishers to continue to adopt innovative analytical methods including artificial intelligence (AI), machine learning, and media mix modeling that are less dependent on tracking signals and third-party cookies,” said Angelina Eng, VP Measurement, Addressability & Data Center, IAB.

The shift to privacy-by-design is transforming media planning and buying. 

Ad spend that taps first-party data and engages audiences at scale are being prioritized. Nearly nine-in-ten ad buyers report a shift in message personalization strategies (89%), ad investment costs (87%), and over three-in-four cite selection changes in media channels (81%) and KPIs (79%), along with more seller-direct deals.

Ad buyers are shifting budgets to Connected TV, retail media, search, and social networks which rely less on cookies, provide access to valuable first-party data and precise targeting, and contain embedded measurement.

Overhauling and reinventing data processes is a costly sea change that will hurt small and medium-sized publishers and favor giants.

Large companies are investing more in identity anonymization training (79%) than small companies (64%). They are also investing more in training in privacy-preserving technologies (62%) — which can cost over $2 million annually — than small companies (44%). Signal loss is already pushing advertising budgets toward closed ecosystems at a moment when independent publishers can least afford to lose revenue.

“The industry’s embrace of privacy-by-design is the right thing for the industry and consumers alike,” Eng continued. “But if small independent publishers aren’t protected, the vibrant, independent open web that consumers love is at serious risk.”

The study, State of Data 2024: How the Digital Ad Industry is Adapting to the Privacy-by-Design Ecosystem can be downloaded here.

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

About BWG Strategy
Established in 2013, BWG Strategy is a primary research firm with an unwavering commitment to data quality. Our journey began with hosting live in-person events featuring industry thought leaders in New York City. These events have established BWG as a trusted thought partner to the buyside community.​ As BWG’s reputation for investment-grade insights grew, so did the strong client following. Today, BWG’s research is leveraged by 300+ investment firms managing over $6T in assets. BWG supports multi-strategy funds, private equity and venture capital investors, as well as corporate decision makers in finding answers to their most challenging questions.​ BWG Custom Research, the firm’s fastest growing segment, delivers meticulously tailored custom research projects to help clients in their research and decision making. BWG Custom Research team is proud to serve a diverse client portfolio that spans the top private equity and management consulting firms, and Fortune 500 corporations. BWG Custom Research offers solutions for a wide array of use cases, including product marketing, mergers and acquisitions, customer and competitor studies and thought leadership. This dynamic evolution underscores BWG Strategy’s commitment to providing innovative, tailored research solutions that empower its clients to excel in an ever-changing business landscape.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com/mvaughan@kcsa.com

The post Digital Industry Moves Aggressively to Privacy-by-Design, According to IAB’s Annual State of Data Report appeared first on IAB.

Public Comment Open Until March 9, 2024

NEW YORK, February 8, 2024 – In collaboration, the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) have released their Augmented Reality (AR) Measurement Guidelines to establish clear and consistent definitions and measurement guidelines for ads within Augmented Reality campaigns. The guidelines are open for public comment for a 30-day period until March 9th, 2024.

The IAB AR Measurement Guidelines Task Force, working with MRC, set forth guidelines for advertisers and marketers to quantify how much media is delivered and gauge how well their media achieved their business objectives within AR media campaigns.

“Brands are increasingly utilizing AR in their media campaigns to connect with consumers in more meaningful and immersive ways,” said Zoe Soon, VP, Experience Center, IAB. “The Augmented Reality advertising market is projected to generate $1.2 Billion in revenue in the U.S. this year. Thus, as an industry, we need to establish a greater consistency on how we define and measure AR advertising to foster fairness and transparency for buyers and sellers.”

To effectively capture the impact of AR campaigns, these guidelines set a framework to establish clear and consistent definitions for ad delivery, viewability, audience, engagement, and performance. The guidelines are inclusive of AR’s interactive and immersive formats as AR can accrue non-physical interactions with products as well as the physical interactions related to browsing in the context of attribution.

“The efforts to draft these guidelines involved developing a deep understanding of the AR measurement landscape through collaboration with the IAB AR Measurement Guidelines Task Force, we created a measurement framework for ad delivery, audience, engagement, and outcomes that provides consistency with other digital measurement while reflecting unique aspects of the AR environment,” added Ron Pinelli, SVP Digital Research and Standards, MRC. “This public comment period is an opportunity for all members of the digital advertising community – brands, publishers, agencies, and ad tech companies – to join the conversation and share their feedback regarding AR advertising measurement and work together to address the present and future of AR advertising experiences.”

“Over the last decade, we’ve seen first-hand the value augmented reality (AR) has for our community and for brands looking to engage consumers,” said Ty Ahmad-Taylor, Vice President, Product Growth, Snap Inc. “We’re excited to partner with IAB and MRC, and help the industry navigate effective AR campaign measurement. The AR Measurement Guidelines Task Force is playing a leading role in defining the future of AR advertising, and we look forward to using these guidelines to help partners maximize their AR outcomes.”

The proposed IAB/MRC Augmented Reality (AR) Guidelines can be reviewed here. Questions and comments can be sent to experience-center@iab.com.

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

About MRC
The Media Rating Council is a non-profit industry association established in 1963 comprised of leading television, radio, print and digital media companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective.  Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 110 research products are audited by the MRC. Additional information about MRC can be found at www.mediaratingcouncil.org.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com

The post IAB and MRC Release Augmented Reality Measurement Guidelines For Public Comment appeared first on IAB.

Due to Industry Demand, IAB Connected Commerce Summit Returns bigger than ever with a Two-Day Event Experience Addressing the Rise of Retail Media

NEW YORK, November 30, 2023 – The Interactive Advertising Bureau (IAB), the digital media and marketing trade association, today unveiled its 2024 thought leadership and marketplace events schedule. Aiming to excite, inspire, and motivate, the event lineup addresses key issues across marketing, AI, streaming, gaming, retail, and public policy, as well as responsible media and data use. 

“IAB’s mission is to gather the industry together, and provide insights and tools to help buyers, marketers, and the entire digital ecosystem navigate these shifts,” said David Cohen, CEO, IAB. “The only constant in the digital marketplace is change, and there is probably no time in recent memory where there has been so much in flux at one time. Opportunity and growth are born out of this dynamism, which is incredibly exciting.”

Overview of 2024 Tentpole Events

IAB ALM 2024: On January 28-30, the 2024 IAB Annual Leadership Meeting will gather digital pioneers and business leaders in Marco Island, Florida to discuss critical topics for the industry, and, with its returning theme “It Starts Here,” will set the agenda for the year to come. With nearly 100 speakers including more CMOs than ever before, attendees will hear from leading executives through keynotes, insightful panel discussions, and curated networking experiences covering the most important topics in the digital advertising space such as generative AI, responsible media, commerce, creativity, the evolution of streaming, and much more.

“ALM kicks off the year gathering leaders, thinkers, and builders to tackle the biggest industry issues from the creator economy, cookie deprecation, consumer privacy, policy regulation, and more,” added Cohen. “We also couldn’t have a conference without discussing the state of measurement. Returning to the ALM stage are the CEOs of Comscore, iSpot, Nielsen, and VideoAmp who will participate in the “Great Measurement Debate Part 2” to address measurement opportunities, challenges, and what we, as an industry, can do better to effectively measure campaign effectiveness.”

Some of this year’s featured speakers thus far include:

• Ime Archibong, Vice President, Product Management, Meta
• Bob Bakish, President and CEO, Paramount Global
• Marsha Blackburn, U.S. Senator (R-TN)
• Alysia Borsa, Chief Business Officer and President, Lifestyle, Dotdash Meredith
• Jen Brace, Chief Futurist, Ford
• Jon Carpenter, Chief Executive Officer, Comscore
• Jeffrey Cole, Director of the Center for the Digital Future, USC Annenberg School
• Stephanie Dobbs Brown, Chief Marketing Officer, Intercontinental Exchange (ICE)
• Esi Eggleston Bracey, Chief Growth and Marketing Officer – Effective January 1, 2024, Unilever
• Nancy Hall, Chief Executive Officer, Mindshare North America
• John Halley, President, Paramount Advertising
• Tariq Hassan, Chief Marketing & Customer Experience Officer, McDonald’s USA
• Diana Haussling, Senior Vice President, General Manager, Consumer Experience & Growth, Chief Marketing Officer, Colgate-Palmolive
• Debora Kantt, Executive Director, Futurist, Strategic Foresight & Future Studies Lead, JP Morgan
• Jenna Lebel, Chief Marketing Officer, Liberty Mutual
• Ross McCray, Founder and Chief Executive Officer, VideoAmp
• Andrea Mitchell, NBC News Chief Foreign Affairs Correspondent and Chief Washington Correspondent; Host, MSNBC’s “Andrea Mitchell Reports”
• Sean Muller, Founder and Chief Executive Officer, iSpot.tv
• Peter Naylor, Vice President, Advertising Sales, Netflix
• Katie Neil, Head of Connected Commerce Marketing and Investments, The Coca-Cola Company
• Amie Owen, Global Chief Commerce Officer, UM Worldwide
• Shelly Palmer, Chief Executive Officer, The Palmer Group
• Karthik Rao, Chief Executive Officer, Nielsen
• Jenny Rooney, Chief Experience Officer, Adweek
• Susan Schiekofer, Chief Digital Investment Officer, GroupM U.S.
• Jessica Sibley, Chief Executive Officer, TIME
• Resh Sidhu, Global Director Arcadia Creative Studio, Snap Inc
• Aaron Sorkin, Screenwriter, Playwright, and Director
• Jonathan Stringfield, Vice President, Global Business Research & Marketing, Activision Blizzard Media
• Jennie Weber, Chief Marketing Officer, Best Buy Co. Inc.

For the latest on ALM speakers, please visit: iab.com/alm 

Over the course of three days, attendees will hear discussions around critical issues including:

• Generative AI, the Creativity Revolution, and Ethical Crossroads in the Digital Economy
• Navigating the Convergence of Omni-Channel Experiences, Retail Media, Shoppable Ads, and Content
• Privacy in Practice: From Policy to Implementation
• The March Towards a ‘Streaming-First’ Future
• Ethical Pulse: Steering the Digital Industry Towards Responsible Media and Inclusive Best Practices
• A New Era of Creativity: Attention, Innovation, and Personalization

Full agenda can be accessed here: iab.com/alm 

“Attendees come to ALM to hear firsthand from brands and marketers on how they’re adapting to industry change and moving the needle for their companies to thrive in the digital advertising ecosystem,” said Carryl Pierre-Drews, EVP, Chief Marketing Officer, IAB. “This year, we have more CMOs and marketing executives taking the stage at ALM, including Best Buy, Liberty Mutual, McDonald’s, Unilever, and more. In addition to the various sessions, IAB will host a CMO-centric breakfast addressing the critical role of marketers in leading AI efforts.” 

On January 29 at ALM, IAB will host with Adweek the Marketing Vanguard CMO breakfast, an invitation-only gathering of leading marketing executives plus their rising stars. They’ll meet to explore AI’s impact on advertising, marketing, and business strategy. Moderated by Jenny Rooney, Chief Experience Officer at Adweek, the panel discussion at the breakfast, titled “Steering the AI Ship: Exploring the CMO’s Role and Responsibility,” will dive into the CMO’s role in driving company-wide AI efforts, implementation, and usage that is customer-first, on-brand, and responsible.

IAB PlayFronts 2024, March 26-27, 2024, New York City, In-person & Virtual 

The third annual IAB PlayFronts makes its return bigger than ever before, taking place over two days in New York City as well as live-streamed. IAB PlayFronts is dedicated to showcasing advertising and partnership opportunities in the gaming industry. Leading game publishers, streaming platforms, and ad tech partners will demonstrate creative opportunities for brands in the gaming landscape, and present opportunities to elevate the effectiveness of gaming.

IAB Public Policy & Legal Summit 2024, April 2, 2024, Washington, D.C., In-person

With new regulations and state privacy laws taking effect, the digital media landscape is constantly evolving. Hear from experts to stay ahead of all the legal, policy, and technical challenges impacting businesses today. The annual IAB Public Policy & Legal Summit will bring together leaders in advertising, media, technology, and the government to address how to continue to build a sustainable consumer-centric media and marketing ecosystem.

IAB NewFronts 2024, April 29-May 2, 2024, New York City, In-person & Virtual 

IAB NewFronts hosts some of the biggest names in media and entertainment fostering valuable partnerships between brands and native digital video content. Across New York City and streamed virtually, IAB NewFronts is a one-stop shop for media buyers eager to get a first look at the latest digital video content and advertising solutions. For the second year in a row, IAB will have its stage again on Wednesday, May 1st to feature a selection of presenting companies. 

IAB Podcast Upfront 2024, May 9, 2024, New York City, In-person & Virtual

Following IAB NewFronts, IAB Podcast Upfront is designed for brands, agencies, and media buyers to preview the latest in innovative podcast programming. Join leading audio and podcast companies as they showcase the power of podcasts and announce brand new shows and content opportunities for advertisers to align with their brand. IAB Podcast Upfront will take place in New York City and be streamed virtually.

IAB Connected Commerce Summit 2024, September 17-18, New York City, In-person

Back by popular demand, and for two full days, IAB Connected Commerce Summit will dive into where the future of retail commerce is heading and how it could improve business operations. Attendees will hear from thought leaders in e-commerce and retail media about the most impactful strategies that will help brands stay ahead of the game. 

IAB Privacy Compliance Salon, September 22, 2024, Los Angeles, In-person

For the first time, IAB will host the Privacy Compliance Salon bringing together senior privacy leaders in the digital advertising industry for thought-provoking and practical discussions around today’s most challenging privacy compliance issues. Attendees will learn about managing sensitive personal information, the use of data clean rooms, and legal considerations in leveraging AI in marketing campaigns.

IAB State Privacy Law Summit 2024, November 2024, New York City, In-person 

With additional state privacy laws taking effect every year, the third IAB State Privacy Law Summit will convene privacy lawyers and cross-functional privacy professionals to make sense of the latest state privacy law changes. In particular, this event involves interactive deep-dive discussions between panelists and the audience and leverages data flows to give industry participants a clearer understanding of the industry’s challenges and provide pathways for compliance.

For more information and updates regarding IAB’s events, visit: www.iab.com/events. 

About IAB

The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts

Brittany Tibaldi / Michael Vaughan

347-487-6794 / 813-210-1706

btibaldi@kcsa.com / mvaughan@kcsa.com

The post IAB Announces Robust ALM Speaker Lineup and Themes Addressing Evolving Digital Advertising Marketplace: Organization Also Unveils Events Schedule appeared first on IAB.

Publishers, Platforms, Agencies, and Brands Will Set the Course for 2024, Tackling the Most Pressing Issues in Digital Marketing including: AI, Commerce, Privacy, Streaming, and More

Confirmed Speakers Include Bob Bakish, Senator Marsha Blackburn, Tariq Hassan, and Aaron Sorkin with More to Come 

NEW YORK, October 4, 2023 – The Interactive Advertising Bureau (IAB), the digital media and marketing trade association, today unveiled details of its Annual Leadership Meeting (ALM), to be held on January 28-30 at the JW Marriott in Marco Island, Florida. As the central thought leadership event for IAB, ALM aims to advance the digital media and marketing industry and set the agenda for the year ahead.

The theme of the event, “It Starts Here”, challenges industry leaders from agencies, publishers, platforms, and brands to strategize, and adapt to ever-changing trends such as generative AI, commerce, privacy, a streaming-first future, responsible media, attention and creativity, and more.

“ALM is inspiration, education, discussion, debate, and where business happens. Attendees come to immerse themselves in the digital challenges and opportunities that will shape our world in the coming years. This year, we have a lot to tackle, from the long-awaited deprecation of third-party cookies to building a vibrant and responsible digital ecosystem. At the end of the day, things get done at ALM. Agendas are set, and we move forward together,” said David Cohen, CEO, IAB.

Confirmed speakers this far include:

• Bob Bakish, President, Paramount Global​
• Senator Marsha Blackburn​
• Jon Carpenter, Chief Executive Officer, Comscore
• Stephanie Dobbs Brown, Chief Marketing Officer, Intercontinental Exchange (ICE)​
• Victoria Garrick Brown, TED Talk speaker, mental health advocate, podcast host, and former Division I athlete
• Tariq Hassan, Chief Marketing Officer, McDonald’s​
• Terence Kawaja, CEO & Founder, LUMA Partners​
• Karthik Rao, Chief Executive Officer, Nielsen
• Jenna Lebel, Chief Marketing Officer, Liberty Mutual​
• Aaron Sorkin, Award-Winning Writer/Producer​
• Josh Stinchcomb, Global Chief Revenue Officer, Wall Street Journal | Barron’s Group

*Please check the ALM website at iab.com/alm for the most up-to-date list of speakers.

Cohen continued, “ALM has expanded beyond its historical composition to now represent the full digital ecosystem. We expect more buy-side constituents than ever including leadership from brands and agencies to complement the impressive gathering of publisher, platform, and ad tech executives.”

ALM is where the advertising industry first tackled the biggest trends and new topics such as the demise of the cookie, growth opportunities around direct-to-consumer, eliminating fraud in the digital ecosystem, the value of responsible journalism, government regulation in the data economy, and making mobile work for advertisers and publishers.

For more information, please visit – https://www.iab.com/events/alm-2024/. Agenda and additional list of speakers to be announced soon.

About IAB

The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com

The post IAB Announces its Annual Leadership Meeting (ALM 2024), Bringing Industry Leaders to Set the Stage for the Year Ahead appeared first on IAB.

New York – September 13, 2023 – Retail Media was one of the fastest growing U.S. advertising channels in 2022, according to a new report by the Interactive Advertising Bureau (IAB) titled “Retail Media 2023: Operational Strategies to Meet the Growth Potential.”

“It’s a sea change in how the biggest advertisers are planning to reach customers,“ said Jeffrey Bustos, VP, Measurement, Addressability, Data Center, IAB. “Retailers have a treasure trove of first-party data that enables advertisers to reach high intent audiences and provide closed loop-measurement, and budgets are shifting accordingly.”

The study, released today at the IAB Connected Commerce Summit: Retail Reimagined, was created in partnership with BWG Strategy, and surveyed 200 RMN ad buyers at brands and agencies, as well as conducted over 30 interviews with senior decision-makers at retailers, brands, agencies, and intermediaries, including demand side platforms (DSPs), supply side platforms (SSPs), and data providers.

“At IAB we have a unique perspective given our experience over the past three decades of digital development, and the ecosystem-wide impact that RMNs are having,” said David Cohen, CEO, IAB. “In some ways, we are reliving the formative years of the ad-supported internet and developing solutions for brands, buyers, ad tech and retailers to grow their businesses responsibly. We can, and are, helping RMNs realize their full potential which is very gratifying.”

Key Findings: Greater Growth Ahead

RMN ad buyers are projected to increase spend by 11% year-over-year in 2023. These are defined as buyers at brands and agencies spending at least $5M on RMNs annually.

• Among those increasing spending on RMNs, investments are expected to rise by nearly 20%.
• Top reasons to buy: reach incremental audiences (55%); leverage retailer first-party data (52%); drive performance (48%); and leverage customer data (45%).
• The Endemic Brand “Spend Tax” Grievance is a myth. Only 28% of buyers cite the requirement to spend as a top reason for buying.
• To fund increased RMN investment, more than half (52%) are reallocating funds from across digital platforms, including social, search, and digital video/CTV while more than one-third (36%) are reallocating funds from linear TV, print and out-of-home.
• Cross-RMN measurement standards and transparency around attribution windows, incrementality, and viewability, for consistent RMN comparisons will significantly help propel ad spend.

Key Findings: Areas of Opportunity

• Retail media can grow even faster, but must first address key ecosystem-wide issues.
• Improving measurement and data collection is the #1 opportunity area identified by buyers.
• Over two-thirds of RMN ad buyers (69%) cited the need to resolve complexity in the buying process. While many RMNs operate in silos and lack automated buying and cross-RMN performance capabilities, some have begun to provide self-service and managed-service activation platforms. Private marketplaces (PMPs) have also begun to emerge.
• Nearly 2-in-3 buyers (62%) cited the lack of measurement standards as a top challenge to continued growth, followed by nearly 60% wanting greater transparency.
• 60% of ad buyers want better collaboration and communication with RMNs. Tellingly, only one in ten (12%) ad buyers are “very satisfied” with their RMN partner relationships and communication.

“Everyone notes a lack of alignment of stakeholders across shopper marketing, performance marketing, brand marketing and beyond” said Jeffrey Bustos, VP, Measurement, Addressability, Data Center, IAB. “There’s a big opportunity for brands to leap ahead of their competition if they do the work to align everyone’s interests and provide a unified point of view and clarity around goals.”

Click here to download “Retail Media 2023: Operational Strategies to Meet the Growth Potential” study.

IAB/MRC Release Retail Media Measurement Guidelines for Public Comment

As found in the IAB Retail Media Network study, there is a lack of consistent measurement across different RMNs that has emerged as a significant challenge.

The wide array of retailer offerings and metrics has led to difficulties in evaluating campaign performance across platforms. The industry is actively addressing this issue, with IAB and Media Rating Council (MRC) working together to establish measurement guidelines through cross-industry collaboration. The working group’s guidelines will be presented for public comment at the IAB Connected Commerce Summit: Retail Reimagined on September 13, 2023, and will be open for 30 days until October 13, 2023.

“Everything we’ve learned in this study points to the fact that the continued growth and success of retail media hinge on achieving measurement standardization,” said Bustos. “That’s why IAB and MRC are working together to identify existing standards, define common metrics, and create guidelines to ensure consistent measurement across platforms, promoting transparency and confidence in retail media investment.”

IAB and MRC developed retail media measurement guidelines, covering numerous aspects including audience measurement, in-store digital placed-based measurements, ad delivery, viewability, incrementality, reporting, and transparency. This methodical approach ensures all key areas are addressed to achieve comprehensive standardization.

To review the IAB/MRC Retail Media Measurement Guidelines and provide feedback, visit http://iab.com/retailmeasurement.

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com/mvaughan@kcsa.com

The post More than Half of Retail Media Networks Advertisers Are Reallocating Budgets To RMNs, According to New IAB Study appeared first on IAB.

NEW YORK – March 15, 2023 – After more than a decade, the Standard Terms & Conditions for internet advertising, first developed in May 2001, updated in 2010 and 2018, will be significantly overhauled.

Launching in April 2023, the leading industry trade bodies will create a joint Task Force to include all stakeholders including advertising agencies, marketers, publishers, and ad tech companies.

“The industry has a legacy of collaboration to ensure that the buy side and sell side align on best practices and standards for an effective digital advertising ecosystem. While there have been updates, it’s time to revisit the approach and ensure we collectively address evolving needs in the marketplace,” said Marla Kaplowitz, President and Chief Executive Officer, 4A’s.

“While the previous work in this area remains the industry standard over a decade later, simply too much has changed for us to not revisit,” said David Cohen, Chief Executive Officer, IAB. “Having worked on previous iterations, I know the road ahead will not be easy, but it is important work that has to be done. We look forward to collaborating across the ecosystem and developing a contractual framework that ensures the vital infrastructure we need to streamline the digital advertising buying process.”

“The scale and complexity of today’s digital media transactions requires an updated foundation of contractual terms and conditions that underpin this large marketplace. We are very supportive of collaboratively revisiting digital terms and conditions to address the needs of today and tomorrow and look forward to participating in the endeavor,” added Bob Liodice, Chief Executive Officer, ANA.

If interested in joining the Terms & Conditions Task Force, please submit your information here.

About 4A’s
The 4A’s was established in 1917 to promote, advance, and defend the interests of our member agencies, employees and the advertising and marketing industries overall. We empower our members to drive commerce, spark connections, and shape culture through infinite creativity. With a focus on advocacy, talent and the value of creativity and technology to drive business growth and cultural change, the organization serves 600+ member agencies across 1,200 offices, which help direct more than 85% of total U.S. advertising spend. The 4A’s includes the 4A’s Benefits division, which insures more than 160,000 employees; the government relations team, who advocate for policies to support the industry; and the 4A’s Foundation, which advocates for and connects multicultural talent to the marketing industry by fostering a culture of curiosity, creativity and craft to fuel a more equitable future for the industry.

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

About ANA
The ANA’s (Association of National Advertisers) mission is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com  

4A’s Media Contact
Ann Rubin
EVP, Marketing, Communications and Events
914-424-0269
arubin@4As.org 

ANA’s Media Contact
John Wolfe
Director of Communications
914-659-8663
jwolfe@ana.net 

The post Ad Industry Launches Effort to Revise New Standard Terms & Conditions for Digital Advertising appeared first on IAB.

NEW YORK – January 24, 2023 – The continuing wave of inconsistent state level privacy legislation, coupled with increased signal loss, has set the stage for data clean rooms (DCRs) to become an indispensable privacy-preserving technology.

However, the significant investments in talent, technology, and data setup required to implement DCRs create significant challenges for smaller agencies, brands, and publishers.​

These are among the conclusions from IAB’s annual State of Data report from the Measurement, Addressability & Data Center, titled “State of Data 2023: Data Clean Rooms & the Democratization of Data in the Privacy-Centric Ecosystem.”

The report, conducted on IAB’s behalf by Ipsos, features insights gleaned from over 200 completed surveys and 20 in-depth interviews among data decision-makers at brands, agencies, and publishers/retailers about how privacy-preserving technologies are being managed and activated.

DCR Adoption Investment is Significant

Unveiled during IAB’s Annual Leadership Meeting, the report found that DCRs are typically used with other privacy-preserving technology. As a result, compounded annual costs can soar above $2M. ​​For example, while more than 80% of DCR users are using CDPs (customer data platforms) and DMPs (data management platforms), roughly half are using identity solutions and CMPs (consent management platforms).

Investing to Unlock The Next Level of Functionality

“So far, most companies are using DCRs for privacy controls, matching data for collaboration, and data activation,” said Jeffrey Bustos, Vice President, Measurement, Addressability & Data, IAB. “But that only scratches the surface of what’s possible.” Less than a third of users are using DCRs’ advanced measurement capabilities, including attribution, return on investment (ROI) / return on ad spend (ROAS) measurement, media or marketing mix modeling, and propensity modeling and predictive analysis.

“Companies expect to invest 29% more in 2023 to make the most of their DCRs, and that’s really encouraging,” added Bustos. “There is growing demand due to loss of signals, and wanting to share data with partners without sharing sensitive data. This may show that companies are understanding what’s required and ramping up their investments accordingly.”

Some Growing Pains

The report reveals that while DCRs offer innovative, privacy-preserving capabilities, they are far from being turnkey technology. They require steep and ongoing investments in talent, cost, and setup, spanning everything from data infrastructure and connectivity to onboarding. More than half of DCR users (52%) cite leveraging results / proving ROI as a challenge. About one third of DCR users are also facing data interoperability / customization (39%), internal resource (38%), and privacy (32%) challenges when using DCRs.

• Nearly half of DCR users (49%) have 6+ employees dedicated to the technology—nearly one-third (30%) have a minimum of 11 people.
• Respondents cited time-frames of months to up to two years to get up and running with the technology.
• Nearly two thirds (62%) of users spent a minimum of $200K on the technology in 2022, with a quarter (23%) spending upwards of $500K.

The cost and talent requirements to successfully implement DCRs creates a tremendous market disadvantage for small agencies, brands, and publishers that don’t have the resources to invest at those levels—and may weaken the trend toward in-housing.

Calling on All Advertising Participants (including Walled Gardens)

The report also includes detailed information about what advertisers, brands, and publishers need to know as they begin their journey, including hurdles and opportunities for growth; privacy-preserving technology considerations and best practices; and understanding the benefits and use cases of DCRs.

“To make the most of DCRs, the industry needs all data providers to make their data interoperable so that advertisers can measure full campaign effectiveness and ROI,” said David Cohen, Chief Executive Officer, IAB. “There should be no exceptions. It’s in everyone’s interests for closed ecosystems to provide access so that advertisers can effectively analyze their campaign activity. Advertisers need a window into the data.”

Through industry collaboration, innovation, and education, IAB and IAB Tech Lab strive to make it easier for advertisers to understand and use DCRs. In Q1, IAB Tech Lab will announce its first DCR specification to support and define interoperable clean room interactions for digital advertising. Developed within IAB Tech Lab’s Rearc Addressability Working Group, it will be the first of a library of purpose-built, DCR specifications to support and define interoperable clean room interactions for digital advertising.

For more information, please visit https://iab.com/state-of-data and to download the “State of Data 2023: Data Clean Rooms & the Democratization of Data in the Privacy-Centric Ecosystem,” click here.

About IAB

The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts

Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com  

The post Data Clean Rooms Are Now Essential for Audience Insights, Measurement, and Data Activation According to IAB State of Data Report appeared first on IAB.