IAB MIXX: Defining 'advertising' for a new generation of marketing

Geoffrey Precourt
Warc

In the last decade, as the marketing ecosystem has been transformed from a strictly analogue architecture to an increasingly digital culture, the U.S. Interactive Advertising Bureau largely has kept ahead of the evolution and, in doing so, been able to shape the direction and shape of the way brands reach out and engage consumers.

At the 9th annual IAB MIXX Conference in New York – with an audience that included regional IAB digerati from four continents (Argentina, Australia, Austria, Brazil, Bulgaria, Canada, Chile, Colombia, Denmark, Ecuador, France, Germany, Greece, Ireland, Italy, Mexico, Netherlands, New Zealand, Peru, Poland, Puerto Rico, Russia, Singapore, Spain, South Africa, Turkey, the UK, and Uruguay) – Randall Rothenberg, U.S. IAB president/ceo, opened the event with a boast: "The digital revolution is over – and we won! The Internet rules! All media and marketing have gone or are going digital. We are victorious!"