MERCADEO Versión en español
IABs Randall Rothenberg: The world of marketing and digital media will benefit from the creation of IAB Tech Lab
29 de septiembre de 2014
Randall Rothenberg, presidente y CEO de IAB
Randall Rothenberg, IAB President and CEO, started the IAB Mixx conference 2014 on Monday, September, 29th. The event dedicated to interactive marketing took place during two days in the city of New York, at the Crowne Plaza. During the opening of the IAB Mixx 2014, Rothenberg announced the creation of the IAB Tech Lab, a new nonprofit research and development consortium through which is going to create industry standards and innovative solutions for marketing industries and digital media.”Everybody from marketing and digital media will benefit from a better dialogue between business leadership and technical leadership. The IAB Lab Tech will guide the necessary conversation and cooperation for the implementation, adaptation, and interoperability standards of our collective global industry. Besides, we recognize a significant percentage of buy-side participation in the development and operation of digital media advertising and supply chain, and welcome feedback on this initiative,” Rothenberg said.The executive said that the aim of the IAB Tech Lab is to reduce the costs associated with the supply chain of digital advertising and marketing. The lab will create a code library designed to assist the implementation of the rules on advertising. It will also provide a testing platform for companies to assess the compatibility of their solutions with IAB standards. Finally, the laboratory will try to push the standards of video, mobile, and other emerging areas related to the Internet.
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