IAB Taps Zoe Soon As Vice President, Mobile

Publishing and mobile product expert Zoe Soon has been named IAB’s vice president for mobile, the trade association announced this week.

In her role, Soon will assist stakeholders in solving problems, develop best practices and work to generate growth across mobile marketing, media and advertising with a focus on the future of 5G.

As Soon noted, she’s entering this role at an interesting time.

“Mobile experiences will become more real-time and immersive, and consumer behaviors will evolve accordingly. The line between digital and physical will blur as AR and VR become more sophisticated and connected devices become truly mobile without consumers having to compromise on experience,” Soon stated.

“As marketers, publishers, advertisers and technology providers prepare to capitalize on this shift, I’m thrilled to be joining the team at IAB to help drive the conversation on how we navigate and thrive in this new digital landscape.”



Soon comes to IAM with more than a decade’s worth of experience building products at outlets like The New York Times, Conde Nast and Business Insider.

Soon began her career working in user experience through consulting for banks and creating a user insights practice for news conglomerate Fairfax Media.

Most recently, Soon was general manager of apps and email at Business Insider, launching Insider Inc.’s first OTT apps on Amazon Fire, Apple and Roku. Through this initiative, Soon was able to connect advertisers with cross-platform video digital distribution and access to an audience generating over 2 billion views monthly. 

Randall Rothenberg, CEO, IAB, noted Soon’s “combination of big-picture thinking and tenure of building products in technology-driven businesses” as strengths. They will “allow our members to not only understand the broad, industry-wide changes facing their businesses, but also develop actionable strategies that allow them to succeed.”
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