2008 IAB Initiatives

In 2008 the IAB is focused on three strategic goals in support of the overall IAB mission – driving growth in the interactive marketplace. Each of these goals is achieved across a variety of initiatives.

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Focusing on engagement, the IAB embarked on an aggressive Teach Me How/Teach Me Now mission supported by the IAB Interactive Bootcamp for Senior Marketers. Leveraging case studies, the IAB-ANA-AAAA-Booz Allen “Marketing-Media Ecosystem 2010” study, plus IAB professional development resources, the Interactive Bootcamp features expert educational modules provided by IAB members offering deeper platform insights and tactical direction. The Bootcamp responds to the industry’s desire to know more about interactive and drive value from its potential. For information about setting up an Interactive Bootcamp for your company, please contact David Doty, SVP, Marketing & Thought Leadership at David@iab.net or 212-380-4723.

“Our team is energized and the building is buzzing. The IAB Interactive Boot Camp has served as the stimulus for us as an organization to commit to being a leader in the new communication world.” - Brian Hansberry, Chief Marketing Officer, Heinz North America

In addition, the IAB continues its robust slate of events in 2008, the first of which was the sold-out IAB Annual Meeting, Ecosystem 2.0 – Driving Growth in Digital Marketing. Visit the IAB Events Calendar for more information.

Focusing on accountability, the IAB continues its efforts in audience measurement by promoting audits of panel-based methodologies, encouraging consistent and reliable metrics and educating the industry. Read a full update on the IAB’s campaign for transparency in audience measurement.

In addition, the IAB is actively representing its members’ interest by engaging in public policy discussions with legislators and regulators to address potentially adverse congressional and FTC actions. For a complete history of the IAB’s work in public policy, visit the IAB Public Policy page. To compliment this work, the IAB is also actively explaining to the public the value of the ad-supported Internet.

Focusing on operational effectiveness, the IAB continues its efforts to simplify the interactive supply chain. In order to reduce discrepancies between publishers, media buyers and ad-serving networks the IAB is defining best practices for process improvements. This year will also see the development of recommended data architecture standards to facilitate workflow automation as well as an early warning system to detect discrepancies in near real time.

In addition, the IAB launched the IAB / AAAA Cross Industry Supply Chain Task Force to map out the dimensions of the operational and currency issues facing interactive and develop recommendations for technical and process solutions. The IAB will strategically deploy insights and guidance and shape the dialogue with agencies thru the AAAA.