Without trust between marketers, publishers, consumers, and the multitude of parties in between, the growth of our industry – and by extension all of the monumental innovations our industry supports – is indefinitely debilitated. We need an industry-wide behavior change at an unprecedented scale. Only with the help and dedication of the entire advertising community will … Continued
Making Measurement Make Sense (3MS) is a cross-industry initiative founded by the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), and IAB. The Media Rating Council (MRC) is responsible for setting and implementing measurement standards. The viewable impression is the first step toward revolutionizing the way digital media is measured, planned, … Continued
A key challenge for the long-term vitality of the interactive advertising industry is supporting publisher transformation in the fast-changing digital advertising ecosystem. The value of publishers’ audiences must be realized, and diversified publisher revenue streams must become commonplace.
IAB is engaged in a sustained effort to spur greater creativity in interactive advertising and speed adoption of new brand-friendly ad formats. Initiatives such as Rising Stars and the IAB MIXX Awards are driving a creative transformation of the interactive advertising space to boost marketers’ confidence that they can successfully build brands online.
Through the IAB Mobile Marketing Center of Excellence, an independently funded and staffed unit inside the IAB, IAB devotes resources to market and consumer research, mobile advertising case studies, executive training and education, supply chain standardization, creative showcases and best practice identification in the burgeoning field of mobile media and marketing.