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Randall Rothenberg to lead IAB

The leading trade association for the interactive advertising industry, the IAB, will be led by Randall Rothenberg in the New Year.As of Janaury 8, 2007, Randall Rothenberg will become president and CEO of the Interactive Advertising Bureau, a position currently held by Greg Stuart.
Written by Donna Bogatin, Contributor
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The leading trade association for the interactive advertising industry, the IAB, will be led by Randall Rothenberg in the New Year.

As of Janaury 8, 2007, Randall Rothenberg will become president and CEO of the Interactive Advertising Bureau, a position currently held by Greg Stuart.

I spoke at length with Stuart in October about the mission of the IAB (see "IAB CEO on click fraud in "Real Deal" exclusive interview"). Stuart has been heading the IAB since November 2001 and during his tenure the industry has grown from $6 billion to $16 billion in advertising revenue.

I asked Stuart about IAB's philosophy in helping the interactive advertising industry increase its revenues through standards and research, advocacy and education:

All play a role in making an industry work. We help agencies so they can make money from this business. Education is very important.  Standards provide fluidity in the marketplace and make it easier for agencies to buy.

Agencies need to make a profit and standards help by reducing workload. Five years ago, agencies struggled, they had to call twenty different publishers, each with different ad units, now Universal Ad Package provides a set of four standard ad sizes.

Rothenberg comes to the IAB from Booz Allen Hamilton consulting firm, where he has been Senior Director of Intellectual Capital, focusing on business development and knowledge management for their functional practices. He also served as the firm’s Chief Marketing Officer and as Editor-in-Chief of its management journal, strategy+business.

Rothenberg has also been an editor-at-large for "Advertising Age" magazine, and spent six years at "The New York Times," where he was the technology editor and politics editor of the Sunday magazine, the daily advertising columnist and a media and marketing reporter.

Rothenberg is "incredibly enthusiastic" about leading the IAB in the New Year:

Media consumption online continues to increase and it is inevitable that advertising dollars will follow. Interactive platforms such as video, search, mobile and others offer marketers unparalleled opportunities to create deeper and broader relationships with their customers.

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