The incoming chairman of the Interactive Advertising Bureau Scott Schiller told media buyers, brands and ad-tech executives at the IAB Leadership Summit in Palm Desert, California on Sunday that "as an industry, we need to steer in a new direction" and communicate with each other to change and grow.
Schiller said marketers must tell agency partners what they need and how they define success, and agency partners must help marketers reach their goals, not just their own.
Data has multiplied. The supply chain has exploded. Companies must work together. "We can no longer each be only serving our own interests," Schiller said.
Schiller, executive vice president and general manager of marketing, advertising sales and client partnerships at NBCUniversal, pointed to initiatives like the Digital Advertising Alliance, Coalition For Better Ads, and The Trustworthy Accountability Group as examples of positive growth.
But "we can do more," he said.
Since Marc Pritchard announced on the same stage a year ago that tag certification would become a requirement for all P&G media suppliers, the industry has seen research supporting the very first decline in advertising fraud, 10%, according to the ANA report.
Still, it's not enough, he said, because for every two steps forward the industry takes one step back.
The steps backward are things like how brands are confused about reach and frequency measurement, and Google and Facebook acknowledging brand safety issues.
It comes down to trust and working together for a common goal. Growth and change, along with the "rise of the new customer economy," are several themes for this year's leadership summit and 2018.
With growth and change comes new leadership at the IAB. Rik van der Kooi, corporate vice president of Microsoft Advertising, has been elected to the position of vice chairman.
New members of the IAB Board of Directors include Kerry Bianchi, president and CEO at Visto; Rita Ferro, president of advertising sales at Disney/ABC Television Group; Rajeev Goel, cofounder and CEO of PubMatic; Peter Naylor, senior vice president and head of advertising sales at Hulu; Kim Norris, general vice president, digital and advanced advertising, Spectrum Reach; Jonathan Schaff, chief agency officer at Condé Nast; Carrie Seifer, vice president and chief revenue officer at IBM Watson Content and IoT Platform; and Nada Stirratt, vice president, global marketing solutions at Facebook.
A list of all board members can be found here.