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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Here’s an article on solving the most complex customer queries without a delay. Hope it helpswww.engati.com/blog/address...

soham

How to manage social media during Covid-19

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in