Interact Congress 2011: Innovative research projects from Microsoft, Google and Millward Brown

Manfred Mareck

A conference report from the 2011 Interact Conference, held in Barcelona in June 2011. Brief discussion of the merger of European Interactive Advertising Association (EIAA) and the Interactive Advertising Bureau (IAB Europe), followed by discussion of three research projects.

Interact Congress 2011: Innovative research projects from Microsoft, Google and Millward Brown

Manfred Mareck

Last month the European Interactive Advertising Association (EIAA) and the Interactive Advertising Bureau (IAB Europe) completed their merger to form a single European trade association, with almost 50 corporate members and 27 national IABs. The 'new and improved' IAB Europe is expanding its research portfolio by adding former EIAA projects such as Mediascope Europe and Marketers' Internet Ad Barometer to IAB Europe's existing AdEx advertising spend report and MCDC usage and attitudes study. As VP for research and marketing, former EIAA director Alison Fennah is now...

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