IAB launches new initiatives


The Interactive Advertising Bureau (IAB) announced a series of initiatives designed to improve efficiencies by driving industry-wide adoption of critical workflow improvements, best practices and guidelines by media companies and advertising agencies within the digital marketing ecosystem. The announcements were made at the IAB’s annual Ad Operations Summit in NYC, where leaders in advertising operations and account management at media companies and advertising agencies convened to share a 360 degree view of key supply chain areas in interactive marketing.

“These initiatives will revolutionize our industry by improving efficiencies in the interactive business—which means growth for publishers, for agencies and for marketers who will now reach their customers even more effectively,” – Randall Rothenberg, President and CEO of the IAB.