IAB’s Rothenberg: Technology (Finally) Takes Backseat to Content

Geoffrey Precourt

At the opening of the IAB's Innovation Days at Internet Week in New York, Randall Rothenberg warned that too often, human nature is forgotten in the face of technology.

IAB's Rothenberg: Technology (Finally) Takes Backseat to Content

Geoffrey PrecourtWarc

The Interactive Advertising Bureau (IAB), an anchor sponsor of 2010 Internet Week in New York, has a stern warning for "an industry that's been so overwhelmed by the gee-whiz wizardry of new technology, so dominated by discussions of data, so ruled by pizza-eating engineers and their VC patrons."

Photo credit: Doug Goodman

The message, according to Randall Rothenberg, IAB president/ceo, is that human nature too often has been forgotten in the face of technology: "When people read, they want to read a book or an article. When they...

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