• by Tobi Elkin  @tobielkin, June 19, 2017

The Interactive Advertising Bureau (IAB) on Monday said it will launch a marketplace for publishers’ content studios, to demonstrate the ways they apply their expertise to build marketers’ brands. The IAB said the day-long marketplace, planned for October 16 at The New York Times headquarters, will feature creative presentations, case studies, research, and more. The target audience covers executives ranging from brand managers to CMOs.

Participating content studios include: Partner Studio by AOL, CNN’s Courageous, Condé Nast’s 23 Stories, Disney Co/Op, Hearst Magazines Digital Media, NBCU Content Studio, The New York Times’ T Brand Studio, News Corp’s Storyful, Pandora for Brands, Refinery29’s Brand Services, and Time Inc.’s The Foundry.

“Publisher content studios may be the most significant advance in advertising creativity since the Creative Revolution of the 1960’s,” stated Randall Rothenberg, president and CEO, IAB. “Brands can now take advantage of the industry-leading capabilities the best publishers deploy to entertain and educate the world: deep consumer relationships, intimate understanding of what appeals specifically to their users.”

Content studios develop a wide range of branded content for marketers which lands on the publishers’ owned-and-operated sites, and is also distributed across other digital and multimedia properties. That content includes traditional editorial, video programming, short-form video, mobile apps, podcasts, and more.