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MarketingVOX: The Interactive Advertising Bureau (IAB) on Tuesday announced the creation of the IAB Ad Operations Council, comprising senior advertising-operations executives representing major industry players.
The IAB Ad Ops Council's "ultimate objective...is to identify and resolve industry-wide operational issues that challenge the efficiency and growth of interactive," said Dan Murphy, VP of online research and ad traffic, Univision Online. Murphy and Adrian D'Souza, CNET Network's director of ad development and support, were elected as the council's first co-chairs.
"The establishment of the IAB Ad Ops Council will provide a platform for publishers, agencies and advertisers to work together for the common good of building the industry," said D'Souza. "We are committed to bringing about real change and creating an infrastructure and environment that supports the long-term growth of this medium."
Main topics on the Ad Ops Council's agenda include auditing and accreditation of ad technologies and processes; systems integration and electronic data interchange (EDI); industry reporting tools; and staffing and training.
"The interactive medium, unlike other media, has a complex and sophisticated infrastructure for the management, delivery and optimization of advertising," said Sheryl Draizen, SVP and general manager at IAB. "This will only continue to become more complicated as emerging platforms like rich internet applications (RIA) mobile, iPTV, gaming and others become part of the interactive landscape and the responsibility of this functional area. Establishing an Ad Ops Council allows us to deal with current fundamental technology issues and anticipate future challenges."
The founding companies of the IAB Ad Ops Council are AOL, CNET Networks, CondeNet, CBS Digital Media, Dow Jones Online, Fox Interactive Media, Google, IAC Advertising Solutions, Microsoft Digital Advertising Solutions, NBC Universal Interactive, New York Times/About.com, Turner Broadcasting, Univision Online, USA Today Online, Walt Disney Internet Group, Washington Post Newsweek Interactive, Weather Channel Interactive, and Yahoo.
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