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IAB and IAB Tech Lab Create Vital New Role: Angelina Eng Joins as First-Ever VP of Measurement and Attribution


Experienced Agency Executive to Oversee Global Standards and Best Practices for Digital Marketing


New York, NY – March 19, 2020 – IAB and its sister organization IAB Tech Lab (Tech Lab), the digital media and marketing industry’s global nonprofit research, development, and standard-setting consortium, today announced the appointment of advertising industry veteran Angelina Eng as Vice President of Measurement and Attribution.

Eng, who has held senior positions at Morgan Stanley, Merkle, and Dentsu Aegis, is one of the first leaders at any major media and marketing trade association entirely dedicated to measurement and attribution. She will develop, identify, and instantiate standards and practices for the entire global marketing-media ecosystem: brands, agencies, publishers, retailers, and their partners. Befitting her role’s business and technical nature, she will be headquartered at IAB’s New York office but will report into Tech Lab.

Eng will collaborate with product and operations teams to bring technical and business standards and solutions to market, advocate for IAB members in challenging cross-industry negotiations, and lead IAB and Tech Lab engagements with relevant trade bodies to inform and institute consistent measurement and attribution practices across the industry. With Eng now heading up the IAB Measurement & Attribution Committee, the group will actively inform Project Rearc, IAB Tech Lab’s Open Measurement program, and other efforts.

“Business leaders at every company need clear, practical explanations in order to understand and make critical decisions about deeply technical functions. Angelina has been that bridge and helped to define, build, and manage digital media and marketing efforts for hundreds of brands throughout her career,” said David Cohen, President, IAB. “Eng is the ideal person to communicate at both the general management as well as technical and product development level.”

“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,” said Dennis Buchheim, President, IAB Tech Lab. “Eng’s insight and experience will be indispensable to our recently announced Project Rearc and our measurement initiatives.”

Project Rearc, which is a cross-industry collaboration to rearchitect digital marketing, aims to harmonize privacy, personalization, and community. Project Rearc will bring together Tech Lab, IAB, their member companies, and other industry and consumer organizations with the goal of technology and policy education, standards development, compliance program definition, and more, as third-party cookies and other core technologies and laws evolve.



About IAB Technology Laboratory

Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and DigiTrust identity service. Board members/companies are listed here.

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About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media companies, brands, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.


Media Contacts for IAB & IAB Tech Lab

Kate Tumino / Brittany Tibaldi
212-896-1252 / 347-487-6794 /