In Shift, IAB to Grant Ad-Tech Companies Full Membership
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The publisher-dominated Interactive Advertising Bureau has long relegated ad-tech companies to second tier, “associate” membership. But that era is now over. Today, the industry group announced a restructuring which will grant ad-tech companies full general membership, allowing them to vote on the IAB’s policies and assume leadership positions for the first time.
“This reflects the changing and evolution of the industry,” said Patrick Dolan, exec VP-chief operating officer of the IAB, in an interview with Ad Age. “It’s much more representative of what reality is.”
The inclusion of ad-tech companies signals a major philosophical shift among digital publishers. Not long ago, these publishers engaged ad-tech companies with a sense of dread, fearing automation and the aggregation of audiences would drive down their ad prices. In a short period though, automation turned into an unavoidable fact of life in the digital advertising industry.
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