IAB Expands Lobbying Operations; Separate Mobile Unit Formed


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With the possibility of stricter regulation of online ad targeting looming on Capitol Hill, the Interactive Advertising Bureau is beefing up its lobbying efforts as it tries to preserve the industry’s current “self-policing” status. The IAB has created an Office of General Counsel and promoted its Washington, DC, hand Mike Zaneis to run it.

In his new post, Zaneis, who was VP of public policy, will be charged with overseeing outside counsel and coordinating all IAB legal initiatives. Before joining the IAB over three years ago, Zaneis was with the U.S. Chamber of Commerce in DC, directing that group’s lobbying efforts as executive director of Technology and E-Commerce.consumer privacy, data security, telecommunications and intellectual property.

As the IAB tries to deal with the FTC and Congress on the recently proposed “Do Not Track” button, which is envisioned as a browser feature that would block flash cookies that allow marketers to follow users as they move from site to site, the organization is working on broadening its other marketing programs as online advertising is back to “record-breaking” quarterly revenue gains.

The organization is promoting Patrick Dolan, formerly EVP and chief administrative officer, to the role of EVP and COO. Also David Doty, who has been SVP for Marketing & Thought Leadership, will take on the newly created role of SVP/CMO. The moves reflect the improved position of online advertising, which is expected to overtake newspapers as the second largest ad spending category after TV either by 2012 or 2013, depending on which forecast you tend to believe.

Also, in recognition that mobile is becoming a more serious ad business in its own right, the IAB has formed the Mobile Marketing Center of Excellence, an independently funded and staffed unit inside the main organization. Anna Bager, formerly the head of business intelligence for the Multimedia division of Ericsson (NSDQ: ERIC), has been tapped as VP and GM of the Mobile Center. (More about the promotions and its DC effort here; the Mobile Center release is available here)

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