IAB MIXX: Defining 'advertising' for a new generation of marketing

This report covers the opening talk given by Randall Rothenberg, US IAB president/ceo, at the IAB MIXX Conference held in New York.

IAB MIXX: Defining 'advertising' for a new generation of marketing

Geoffrey PrecourtWarc

In the last decade, as the marketing ecosystem has been transformed from a strictly analogue architecture to an increasingly digital culture, the U.S. Interactive Advertising Bureau largely has kept ahead of the evolution and, in doing so, been able to shape the direction and shape of the way brands reach out and engage consumers.

At the 9th annual IAB MIXX Conference in New York – with an audience that included regional IAB digerati from four continents (Argentina, Australia, Austria, Brazil, Bulgaria, Canada, Chile, Colombia, Denmark, Ecuador, France,...

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