IAB plans new programs to embrace wider digital advertising community

Interactive Advertising Bureau says the merging of digital and traditional marketing fundamentals needs a new approach

The Interactive Advertising Bureau (IAB) is embarking on several new program initiatives in a bid to meet the needs of the rapidly expanding and complex digital advertising industry.

The association has outlined a plan to broaden its remit to support the entire digital advertising industry with a host of new initiatives stretching from a new agency advisory board and new councils through to a new industry certification program.

“We have entered a world where digital innovation is merging with traditional marketing fundamentals to create new approaches, new brand leaders and new models for success, so our role as the association representing the digital industry must also evolve too,” IAB CEO, Alice Manners, said in a statement.

“Ultimately our goal is to support and enable the media and marketing industry to ensure that they thrive in the digital economy and we’re confident that our new roadmap will do just that.”

The first cab off the rank is the launch of IAB Australia’s new Agency Advisory Board in March, chaired by GroupM chief investment and intelligence officer, Danny Bass, and featuring senior executives from a range of creative, digital and media agencies. The board will inform IAB’s guidelines work.

IAB has also flagged its intention to broaden its membership base to better reflect the industry. This will be complemented by an industry certification program, as well as several new councils. More details about these are expected in March.

Manners also said IAB plans increased collaboration with other trade associations on a range of activities. One of the first of these is a workshop around Australia’s new Privacy Laws with the Australian Association of National Advertisers (AANA) and the media federation of Australia (MFA) on 25 February.

Related IAB articles

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Comments

Comments are now closed.

Supporting Association

Awesome. Love the new direction it has taken. and get on apple store download business app "office togo" check it out :-)

BrRafique

Dumb Ways to Die creators launch second game

Read more

I agree with Geoff, more often than not the technology is blamed for poor results instead of poorly conceived strategy. Innovative techno...

Wojtek - nomadic.uno

Arts Centre Melbourne iBeacon trial disappoints

Read more

This is an interesting case study on why it is absolutely crucial to have a deep understanding of customer experience and how the integra...

Andrew Ngui

Arts Centre Melbourne iBeacon trial disappoints

Read more

As a Melbourne based Marketer, I trialled this demo from the Arts Centre, it was pretty innovative using passes with the iBeacon technolo...

Geoff B

Arts Centre Melbourne iBeacon trial disappoints

Read more

Yes, Digital Marketing is more or less blased by the Social Media as it is described. Social Media is a medium to connect with the entire...

Tamara Watson

4 digital marketing trends to watch from GroupM's Rob Norman

Read more

Sign in