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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

IAB and its sister organization IAB Tech Lab, the digital media and marketing industry’s global nonprofit research, development, and standard-setting consortium, 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.

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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.

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“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.”

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“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.

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