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.

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