IAB welcomes "New World Order" for digital ecosystem

This event report outlines some of the major trends reshaping the digital ecosystem, and how marketers might begin responding to them.

IAB welcomes "New World Order" for digital ecosystem

Geoffrey PrecourtWarc

The Interactive Advertising Bureau (IAB) didn't bait attendees to its 2016 MIXX Conference with an outright declaration of disintermediation, but it did present the prospect of evolving marketing business models when it themed the eleventh-annual gathering of the global digerati as "Advertising's New World Order".

"There is no doubt that this is a great time for that theme," insisted Randall Rothenberg, IAB President/CEO, "with disruption on every platform – and historic norms and power structures changing right before our eyes."

Citing eMarketer data to support his contention, the...

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