How the IAB hopes to change digital advertising

Geoffrey Precourt

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 more statistics. Has Big Data become deep to the point of impenetrability? And, with so much direction coming from so many directions, is there hope that a Big Idea can rise above the numbers and inspire consumers the way old-time, 20th Century advertising once did?