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.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

What happens when the 'market' becomes a 'customer'?

One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”

3 Metrics to measure B2B content marketing ROI

Content marketing has become a key pillar for marketing departments of all sizes across the world. But how do you measure – and ultimately prove – the effectiveness of the time, money and energy spent on content marketing?

How global brands can connect on a local level

The dot-com boom allowed brands to easily access the global market. Thanks to this increased exposure and worldwide awareness, brands can no longer exist in a local bubble.

Dan Ratner

managing director, Uberbrand

Informative comments , I loved the info , Does anyone know if my assistant could get ahold of a blank 2011 IRS 8804 - Schedule A document...


Telstra unveils fresh digital content media services

Read more

So, the one thing I would say is .. the customer already has a voice, whether you wanted them to have one or not .. and they have a platf...

Paul Gilbert

Why digital strategy equals customer experience

Read more

Appliances online are doing a good job online, but they're still not giving customers a truly powerful online experience in my view. Wher...

Graham Howlett

Navigating the future of omni-channel retailing

Read more

For both businesses and marketers alike who want a digital marketing platform that supports data visualization, integrated analytics and ...


Adobe to bolster analytics capabilities of Marketing Cloud with Digital Analytix acquisition

Read more

Good Content is a crucial part in Marketing ROI. No doubt metrics like sharing & engagement, consumption, & lead generation &...


3 Metrics to measure B2B content marketing ROI - B2B marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in