How the IAB hopes to change digital advertising

In this article, Geoffrey Precourt, Warc's US Editor, examines how the IAB, the trade body, plans to transform perceptions of digital advertising.

How the IAB hopes to change digital advertising

Geoffrey PrecourtWarc

A close look at the registration list of the 800-plus attendees at the Interactive Advertising Bureau's (IAB) 2013 Leadership Conference - the sixth such annual gathering - revealed this was an assembly of button-pushers: fully 80% of the audience held a position somewhere near the top C-level suite or the middle-management post of vice president.

The people in attendance therefore didn't need a primer about the efficacy of digital advertising. But this audience of believers did come seeking direction about an information-driven industry that keeps pushing out...

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