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IAB, ANA, 4A’s Announce Making Measurement Make Sense Initiative

The Interactive Advertising Bureau, the Association of National Advertisers, and the American Association of Advertising Agencies (4A’s) used the IAB’s Fourth Annual Leadership Meeting, Ecosystem 2.0: The People vs. Data at La Quinta Resort & Club in Palm Springs, Calif., to announce an initiative called Making Measurement Make Sense, which is aimed at developing digital metrics and cross-platform measurement solutions to improve marketing and ease media-management decision.

Management-consulting firm Bain & Co. and strategic-advisory firm MediaLink will support the initiative introduced by the IAB, the ANA, and 4A’s.

The trade groups said the three primary objectives of Making Measurement Make Sense are: defining standard metrics and measurement systems that are transparent and consistent to simplify the planning, buying, and evaluating of digital media; analyzing the current digital measurement situation from a business perspective; and driving industry consensus around the solutions.

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Randall Rothenberg Returns to IAB

Randall Rothenberg will return to the posts of president and CEO of the Interactive Advertising Bureau, which he held since 2007 until leaving for about two months to become executive vice president and chief digital officer at Time Inc.

During his tenure at IAB, the digital trade group has seen membership rise more than 50 percent and revenues more than double. IAB also opened a public-policy office, launched a campaign to promote creative excellence in interactive brand advertising, released relevant industry research, launched an effort to standardize online measurement, and saw its events become the industry’s central gathering points.

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IAB President/CEO Randall Rothenberg Joins Time Inc. as Executive VP/Chief Digital Officer

Interactive Advertising Bureau president and CEO Randall Rothenberg is leaving the IAB, which he has led since January 2007, to assume the newly created post of executive vice president and chief digital officer at Time Inc.

In his new position, Rothenberg will develop the publisher’s digital growth strategy, in tandem with its digital teams in editorial, advertising, content, technology, consumer marketing, legal, research, and marketing services. He will also serve as one of Time Inc.’s representatives on the Next Issue Media board and become the senior executive responsible for relationships with industry associations, measurement groups, distributors, and other major companies.

Executive VP and chief operating officer Patrick Dolan and senior VP and chief marketing officer David Doty, who were both promoted last week, will oversee the IAB until a new CEO is named, and the organization said the search has already begun.

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IAB Marches on D.C.

The Interactive Advertising Bureau is setting up shop in Washington, D.C., announcing the creation of an office of general counsel and the promotions of Mike Zaneis, Patrick Dolan, and David Doty.

Zaneis was elevated to senior vice president and general counsel, from VP of public policy; former executive VP and chief administrative officer Dolan is now executive VP and chief operating officer; and Doty was promoted to senior VP and chief marketing officer, from senior VP for marketing and thought leadership.

Zaneis will continue to lead the IAB’s public-policy office and guide the strategy of its self-regulatory privacy program, as well as overseeing outside counsel and coordinating IAB legal resources in industry relations, public policy, and other critical initiatives. Dolan will assume broader organizational responsibilities. And Doty will spearhead the communication of interactive marketing’s value to marketers, advertising agencies. and other key constituents.

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IAB: AT&T, Virgin Mobile USA Talk Up Mobile Ads

iPhone app store722(2).jpgJordan Berman, executive director of media innovation for AT&T Mobility, and Scott Kelliher, director of mobile advertising at Virgin Mobile USA, represented the carrier segment at the IAB‘s Mobile Leadership Forum. AT&T may have the iPhone and 71 million subscribers compared with the MVNO’s five million or so customers, but when it comes to mobile advertising, both companies recognize that the key to success is recognizing that the consumer is at the heart of the situation.

When questioned about the most pressing mobile advertising issues facing their companies, Berman listed trying to align the entire organization to focus on the advertiser as a new type of customer and then connecting the advertiser to the subscriber “in a way that results in deliverables.” Being much smaller, Virgin is working with its customers to come up with different ways to offer the branded content they want, Kelliher said.

virgin mobile slash722(2).jpgBerman brought up the “halo effect” AT&T – and its rivals – are seeing thanks to the iPhone. He pointed out that Apple’s iPhone not only creates more visibility for AT&T, but for the mobile Web as a whole. It “raises the bar,” he said with a cringe for invoking AT&T’s wireless ad-speak, and said that consumers with other phones are now looking at their devices and wondering if they can access the Internet.

Kelliher concurred with Berman, noting that the iPhone also made Virgin’s customers look more deeply into their phones to see what they can do.