IAB: Why Digital Needs to be a Brand-Builder

A report from the IAB's 2011 Innovation Days conference in New York, focusing on the presentation to delegates by Randall Rothenberg, IAB CEO.

IAB: Why Digital Needs to be a Brand-Builder

Geoffrey Precourt Warc

The US interactive industry seems prepared to go to war for some $60 billion in marketing spend it feels it rightfully deserves.

The warning messages from the Interactive Advertising Bureau (IAB) have been a steady drumbeat for years, warning marketers: we're coming.

But at the IAB's 2011 Innovation Days conference in New York, the tone had shifted.

"We're leaving $60 billion of US television brand advertising spend on the table," Randall Rothenberg, IAB President/CEO proclaimed, in what he termed an "industry call for action". And the first step...

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