“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

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New York – NY – April 29, 2025 – As part of a bold commitment to advancing the role of artificial intelligence (AI) in advertising, Interactive Advertising Bureau (IAB), the leading trade body for the digital advertising industry, today announced the appointment of Caroline Giegerich as Vice President, AI. Giegerich will lead IAB’s strategic initiatives to integrate AI across the digital advertising ecosystem, including the development of practical tools, resources, and best practices that empower marketers, agencies, publishers, platforms, and ad technology companies. Giegerich will report to Cintia Gabilan, SVP, Centers of Excellence and Industry Initiatives.

“IAB is entering a pivotal new phase in our AI journey—and Caroline’s deep expertise, creative vision, and collaborative leadership make her the ideal person to drive it forward,” said Cintia Gabilan, SVP, Centers of Excellence & Industry Initiatives, IAB. “From redefining creative workflows to protecting publisher IP, we’re building an AI roadmap that balances innovation with responsibility. Caroline will be at the helm of this transformation.”

Giegerich brings over 20 years of experience at the intersection of marketing, innovation, and emerging technologies. Most recently, she served as Vice President of Global Marketing & Innovation at Warner Music Group, where she led pioneering generative AI and immersive media campaigns for artists such as Cobrah and A Boogie. Her cross-industry expertise spans roles at MediaLink, HBO, Showtime Networks, and Smashbox Cosmetics, and includes work with platforms like YouTube, Netflix, and Section, the executive learning platform where she upskilled marketers in AI strategy.

As VP, AI, Giegerich will spearhead a three-pronged 2025 AI roadmap that includes:

• The IAB AI Ecosystem Map – A dynamic, interactive resource that tracks and categorizes AI use cases across the advertising supply chain, from GenAI creative platforms to targeting, measurement, and brand safety solutions.
• GenAI Personalization Playbook – A comprehensive guide helping brands and agencies operationalize AI-powered creative personalization at scale, with a focus on workflow design, quality assurance, and creative infrastructure.
• AI-Centric Content Integrity & Trust – A cross-industry initiative to ensure AI-generated advertising content is accurate, brand-safe, and transparently disclosed. This includes developing QA protocols, hallucination detection tools, and labeling standards to help publishers, marketers, and platforms deploy GenAI responsibly while preserving consumer trust and platform credibility.

“Joining IAB at this inflection point is an opportunity to help the industry unlock AI’s full potential in a way that’s practical, ethical, and inclusive. Establishing shared standards and scalable solutions across stakeholders is exactly what the industry needs right now. There is no association more well-equipped to take on this task than IAB,” said Giegerich.

As part of IAB’s expanded commitment to harnessing the power of AI across the digital media and marketing ecosystem, the organization has engaged new IAB member Alvarez & Marsal’s (A&M) Media & Entertainment (M&E) group. Through this partnership, A&M will offer specialized advisory expertise in areas critical to the future of the industry—including the impact of AI on media buying, the development of industry standards, and strategies for business transformation.

Peri Shamsai, A&M Managing Director and M&E Practice Leader, stated, “This position reflects A&M’s commitment to driving transformational change through innovation and the firm’s results-driven approach. By helping to shape AI-driven initiatives, we’re creating a shared foundation from which media companies, advertising agencies, and brands can harness AI’s power in ways we’ve only just begun to imagine. This collaboration represents a pivotal step in the industry’s journey toward achieving greater efficiencies through shared expertise and collective knowledge.”

Sonia V. Gupta, A&M Managing Director and M&E Data and AI Lead, added, “A&M and IAB share a mutual commitment to unlocking value and opportunities through AI. We are excited to collaborate with IAB to address the evolving needs of digital advertisers as they continue to deliver tailored, innovative solutions for their clients.”

About IAB
The Interactive Advertising Bureau (IAB) 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 Double-Clicks on AI: Taps Caroline Giegerich as VP, AI, and Partners with Consultants Alvarez & Marsal (A&M) appeared first on IAB.