PALM DESERT, CA: Lauren Wiener, the new chair of the Interactive Advertising Bureau Board of Directors, has put mobile, programmatic and TV at the top of her "personal watchlist" for the year ahead.
The announcement of the election of Wiener, president/Buyer Platforms at Tremor Video, to the chair of the organisation was made at the start of the 2016 IAB Annual Leadership Meeting in Palm Desert, California.
She moves up from Vice Chair, a position now taken by Jim Norton, Global Head of Media Sales at AOL.
As the IAB prepares to celebrate its 20th anniversary in 2016, Wiener reflected on the changes the digital advertising industry had seen in that time as it has grown into a $50bn business.
Back in 1996, only 1% of the global population had internet access and Mark Zuckerberg was 11 years old!
In the next 20 years, "the shifts will be seismic", and will arise from challenges and innovations that can't yet be envisioned, she said.
She declared that there were three areas at the top of her watch list: mobile, the $25bn opportunity waiting to be unleashed; programmatic, which will shift from being merely efficient to being effective; and television, which is not going extinct, but rather evolving.
Wiener also highlighted the need to create human-centred advertising that brings real value to real people.
"To create an authentic value exchange, we need precision engagement, irresistible user experience, and deep diversity," she said.
Data sourced from IAB: additional content by Warc staff