Welcome to the new digital ‘big tent’
In a world where digital marketing innovations are merging with traditional marketing fundamentals to create new approaches, new brand leaders and new models for success, it was time for IAB Australia to evolve.
So over the last six months we have worked hard to develop a strategic roadmap which will allow IAB Australia to support and enable the entire digital advertising industry – to ensure that we all thrive in the digital economy.
There are some significant initiatives planned, including the launch of an Agency Advisory Board; the introduction of new Councils; increased collaboration with other trade associations on a range of activities; a broadening of the IAB Membership base to be more reflective of the broader online industry; and the introduction of a new industry certification program.
These initiatives will ensure publishers, advertisers, agencies, marketers and any company that is involved in the sale of interactive advertising revenue will all have the opportunity to have a voice in the process of continuing to define the future of digital advertising.
One of the first initiatives will be the launch of IAB Australia’s Agency Advisory Board in March. The Board will be comprised of senior executives from the nation’s leading creative, digital and media agencies and will be chaired by Danny Bass, Chief Investment and Intelligence Officer at GroupM Australia. The Board’s objective will be to spark dialogue among agencies, publishers and marketers which will in turn inform IAB Australia’s Guideline work.
Further details about the Councils and Industry certification program will be announced shortly.
Alice Manners
CEO, IAB Australia
