IAB and Tech Lab Create New Measurement Role

In the US, the Interactive Advertising Bureau (IAB) and its non-profit research, development and standard-setting consortium the IAB Tech Lab have hired Angelina Eng for the newly created role of Vice President of Measurement and Attribution.

Eng (pictured) joins with more than 24 years' digital media, marketing and operations experience. Most recently, she worked for investment bank Morgan Stanley as Executive Director, Data Marketing Solutions; prior to which she was VP Media Platforms & Operations at data-driven performance marketing agency Merkle. Earlier, she served as VP / Director of Media Operations at marcoms company Dentsu Aegis Network, having begun her career in media planning at Young & Rubicam.

IAB says Eng is one of the first leaders at any major media and marketing trade association entirely dedicated to measurement and attribution. In her new role, based at IAB's New York office, but reporting into Tech Lab, she will oversee global standards and best practices for digital marketing, while heading up the IAB Measurement & Attribution Committee. In addition, Eng will collaborate with product and operations teams to bring technical and business standards and solutions to market, advocate for IAB members in cross-industry negotiations, and lead IAB and Tech Lab engagements with relevant trade bodies to deliver consistent measurement and attribution practices across the industry.

Dennis Buchheim, IAB Tech Lab President, comments: 'Tech Lab has several urgent priorities for 2020, focused on addressability and privacy compliance, supply chain transparency, modern programmatic video standards, and measurement consistency and effectiveness. Eng's insight and experience will be indispensable to our recently announced Project Rearc and our measurement initiatives'.

Web sites: www.iab.com and www.iabtechlab.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.