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IAB Forms Multicultural Council
In the US, the Interactive Advertising Bureau (IAB) has announced the formation of the IAB Multicultural Council, replacing its Hispanic Committee and focusing on 'key issues that impact marketing and advertising within the multicultural marketplace'.
These include ensuring that all segments of the U.S. population, especially minorities are properly measured and accounted for in online media measurement; educating marketers and agencies on how to reach multicultural markets; and helping multicultural publishers and agencies to provide the tools for them to do so.
The organisation's SVP Industry Services, Sherrill Mane, says the Council's work 'will drive a better understanding of the diverse populations and audiences that make up multicultural America and help marketers use interactive media to reach these market segments.'
Simultaneously, the IAB released a presentation, 'U.S. Latinos Online: A Driving Force', describing the Hispanic online population and identifying trends in relevant advertising and communications. The body plans to update the document quarterly and offer it as 'a resource for all industry stakeholders.'
More information about the new Council is at www.iab.net/multicultural_council .
Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. Its more than 460 members are responsible for selling 86% of online advertising in the United States.
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