IAB’s Post

Transcript

Very well said indeed. And let me remind our audience that today I'm speaking with Jeff Pastos, VP at Interactive Advertising Bureau, AK, well known by all of us as the IAB. So let's talk about your stakeholders. So I can't imagine. This is easy for you, which is, you know, herding cats and herding cattle over here to work with your industry stakeholders to set standards and best practices for advertising. But you're right in the sense you've done this for decades. So it's not new to you guys either. Very curious to learn how do you collaborate with your stakeholders and how do you actually establish standards and best practices for advertising you guys? Are you guys hosting workshops and seminars? Are you bringing all these publishers into a room like? What does this happen then? How do you land on a standard? It's kind of, I'm sure everyone's raising that and saying mine is the only accurate one or mine is the best. That's a great question. So I would describe my role as I'm kind of just a therapist and retail media. So I'll talk to retailers, I'll talk to brands, I'll talk to agencies and they'll. Kind of tell me the frustrations and that kind of helps me develop the road map on what we need to prioritize. We do a lot of workshops and working groups. So kind of when we started the measurement standards, we actually had a, a, a CPG brand only closed door conversations with CPG's and we had a conversation with various CPG's. It was like 20 CPG's in the US and they were, we were able to identify what needed to be addressed for measurement standards. I wrote to standards and then we worked with the Media Rating Council, which they're the they're the, the these accreditation standard organization in the US And then we brought in we tailor so we had, you know. All the large retailers we had, all the brands, we had all the agencies and it was a four month project where we had these working sessions in person, online and we brought. 13 retailers, you know, we had Walmart, we had Amazon, Kroger, Best Buy, Home Depot, Lowe's and then from, you know, the brand side, you know, with General Mills, Waco Cola, Pepsi, Monster Energy. And we had all the hold codes and we had a few tech companies as well.