New IAB chair: To grow, digital ecosystem needs to change

Geoffrey Precourt

As the digital ecosystem develops, it is presenting many pain points that stakeholders across the industry must work together to overcome.

Scott Schiller, EVP/General Manager, NBCUniversal

"2017 was very tough for a lot of people in this room," Scott Schiller, NBCUniversal's EVP/General Manager, Marketing for Advertising Sales and Client Partnerships, told a standing-room-only audience of 1,900 digital marketers at the Interactive Advertising Bureau's (IAB) 2018 Annual Leadership Meeting (ALM).

The newly elected IAB chair offered details that, he allowed, were all too familiar to the assembly: "Many companies missed earnings; confidence in some of the bigger online media companies began to weaken; headlines were dominated by brands that would be challenged by the direct-to-consumer businesses.

"Our industry has taken a lot...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands