IAB | December 17, 2021
IAB today announced that its board has approved Agency General Membership to all Advertising Agencies, with the same voting rights and privileges as every other industry participant.
IAB has long served as the industry's only "big tent" where stakeholders across the entire digital ecosystem gather. It's the only place where publishers, platforms, technology, and data companies, marketers and advertisers can address the challenges and opportunities in an industry being rapidly and continuously reinvented. It is also the only trade association that can both set an industry agenda and deliver on that agenda with meaningful industry standards.
This move effectively migrates agencies from associate members to full general members. Now, agencies will have equal access to join the inner workings of the IAB -- including voting board membership, Center of Excellence leadership, as well as legal and public policy resources.
The mission of IAB from the beginning has been to enable our members to thrive in a digital economy. The transformative changes happening now, demand that agencies have an equal seat at the table. They need equal access to IAB and IAB Tech Lab resources, the ability to join boards and make the critical decisions that drive the industry forward. The key to success in today's environment is collaboration. It's vital to have an organization that brings everyone together and IAB is serving that need."
David Cohen, CEO, IAB.
Agencies that have already applied for general membership include:
Helen & Gertrude
Omnicom Media Group
"We're proud to partner with the organization that has led the charge to advance the digital medium since literally Day One." Greg Johns, EVP & Chief Digital Officer, Canvas Worldwide
"Canvas believes in the power of partnership and openness for the good of our industry. The IAB's devotion to collaboration is one that fits beautifully with our agency ethos." Paul Woolmington, CEO, Canvas Worldwide
"Helen & Gertrude's partnership with the IAB provides our team with the ongoing professional development and support needed to understand and thrive in today's digital economy. We also value the knowledge shared by their many committees and councils, as they offer insights into a variety of niche industry segments." Laura DiCaprio, Director of Media & Insights, Helen & Gertrude
"IAB is really the only organization that brings all the stakeholders together. With new media and measurement standards being set, brands developing first party data strategies, and policy changes being drafted, this is not a time for partisan approaches to the challenges facing the industry and no agency should be less than a full General Member. We are all in the thick of it, and IAB is working to convene the important conversations." Kirk McDonald, CEO, GroupM, NA.
"Horizon Media is excited to be among the first agencies to join IAB membership and be involved in IAB's efforts to help sculpt the future of the digital marketplace." David Campanelli, EVP, Chief Investment Officer, Horizon Media
"IPG Mediabrands is thrilled to be joining as a General Member of IAB, which has long been a voice for our industry and an important source of new research and thought leadership, such as the recent report on AI and bias in marketing. We are all looking forward to supporting IAB's initiatives across promoting transparency, brand safety and DEI in our industry." Dani Benowitz, President, US at MAGNA
"The IAB has long been a leading voice in digital industry innovation, and we look forward to partnering with the IAB and member companies to continue to drive media creativity and industry evolution in 2022." Sean Corcoran, U.S. CEO, Mediahub.
"As an organization that shares IAB's commitment to assuring the safety, transparency and effectiveness of marketers' digital media investment, Omnicom Media Group is eager to expand our working relationship with IAB, and to collaborate on delivering solutions for the age of accelerated change." Megan Pagliuca, Chief Activation Officer, Omnicom Media Group
"Publicis Media has never been more optimistic about collaborative efforts to address consumer and advertiser standards. Through our continued vigilance with media partners and industry orgs, we are driving conversations forward to address the industry's most challenging topics, like hate speech, privacy, misinformation, mental health, and proposed worldwide government regulations that threaten the 'Brand Integrity' of our industry. Agency leadership and determination are imperative now more than ever, and that's why Publicis Media is joining the IAB." Helen Lin, Chief Digital Officer, Publicis Groupe
IAB membership benefits now available to agencies include:
Eligibility to join the IAB Board with full voting privileges and access to four meetings/year, including Washington, D.C. fly- ins
Participation in Agency Leadership Council
Membership to IAB Tech Lab
Access to IAB Public Policy and Legal Affairs Council, publications, convenings, and IAB staff
Access to all IAB Primary Research
Participation in all Center of Excellence Activities, including committees, working groups, and task forces.
Exclusive rights to leverage IAB Learning & Development
Program discounts, private research deep dives, and 1:1 access to IAB staff experts for both the agency and their brand clients, hosted in partnership with IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.
SmartAsset | December 30, 2021
SmartAsset, an online destination for financial advice and marketplace that connects consumers to financial advisors, launched a national TV campaign this week in partnership with All-Inclusive TV agency Marketing Architects.
Founded in 2012, SmartAsset is an award-winning financial technology company that helps more than 75 million people each month make smart financial decisions through free data-driven content, personalized calculators and educational tools. Additionally, SmartAsset operates SmartAdvisor, the leading independent client acquisition platform for financial advisors in America.
As the company’s growth accelerated, SmartAsset saw TV advertising as an opportunity to generate awareness and high value leads for their business while building on existing momentum.
We’re committed to providing data-driven resources that help consumers make smart financial decisions. TV advertising is our next step toward being able to do that for even more people.”
Chris Taylor, CMO at SmartAsset.
Marketing Architects worked with SmartAsset to pretest a variety of creative strategies. They landed on two spots, “Where Frank Used to Sit" and “Learning from Mistakes.” The commercials highlight how SmartAsset can help viewers prepare for retirement.
“SmartAsset is doing incredible work taking the complexity and bias out of personal finance,” says Nicole Nye, VP of Client Growth at Marketing Architects. “We’re excited to see how TV will raise awareness of their many valuable resources.”
SmartAsset is an online destination for consumer-focused financial information and advice that powers SmartAdvisor, a national marketplace connecting consumers to financial advisors. Reaching approximately 75 million people each month (as of Sept. 2021) through its educational content and personalized calculators and tools, SmartAsset's mission is to help people make smart financial decisions. Ranked on the Inc. 5000 and Deloitte Technology Fast 500™ lists of fastest growing companies in 2021, SmartAsset recently closed a $110 million Series D round, valuing the company at over $1 billion. SmartAsset was also named to Y Combinator's list of Top 100 Companies of all time and Forbes' list of America's Best Startup Employers in 2020. For more information, please visit SmartAsset.com.
About Marketing Architects
Marketing Architects is an All-Inclusive TV agency that gives performance brands access to high-quality, effective TV campaigns without the traditional high entry cost and ongoing challenges of optimization, scale and measurement. Founded in Minneapolis, Marketing Architects has been helping companies connect with their customers in new and surprising ways for more than 20 years
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Mediavine | November 16, 2021
Mediavine, the largest exclusive full-service ad management firm in the U.S., has partnered with Colossus SSP to increase diversity in programmatic ad spend across Mediavine's minority-owned inventory from its network of 8,300+ independent publishers. Colossus SSP is operating on the Mediavine Exchange, the company's proprietary server-to-server (S2S) technology. Since onboarding in July, Colossus SSP has quickly jumped into the top ten Mediavine monetization partners, and ranks the highest-performing partner tested in the last 18 months overall.
Colossus SSP is a custom supply side platform that delivers a diverse marketplace, enabling brands of all sizes to connect with multicultural and general market audiences at scale. The SSP is minority-owned, with an inclusive market approach and a track record of working with independent publishers that have strong niche audiences.
"By partnering with Colossus SSP, the largest multicultural media marketplace in the industry, we're strengthening our commitment to diversity and providing long-overdue representation of diverse publishers and audiences in the advertising ecosystem," said Mediavine Co-Founder and CEO Eric Hochberger. "We've only scratched the surface of capabilities between Mediavine and Colossus SSP, and we look forward to driving pivotal results ahead."
"Mediavine's diverse publisher portfolio and server-to-server technology have made them an ideal partner – and the traction we've achieved has been significant," said Colossus SSP CEO Lashawnda Goffin. "Our success points to a growing commitment among buyers to intentionally invest programmatically in multicultural audiences and minority-owned properties. We were able to rapidly tap into the demand and provide value for both marketers and independent publishers."
About Colossus SSP
Part of Direct Digital Holdings, Colossus SSP is a proprietary supply side platform that delivers a diverse marketplace, enabling brands of all sizes to connect with multicultural and general market audiences at scale. In addition, the company's consulting arm provides brand marketers with meaningful insights and actionable guidance for connecting with a variety of curated audiences—Black, Hispanic, Asian, LGBTQ, and more.
Mediavine is the largest exclusive full-service ad management company in the United States, representing and monetizing 8,300+ publisher partner websites in addition to its owned and operated properties. Mediavine proudly ranks as a Comscore top five lifestyle property with 130 million unique monthly visitors and 17 billion monthly ad impressions.