• by Joe Mandese  @mp_joemandese, May 1, 2023

"What's happening this week is really important," IAB President David Cohen asserted this morning, rattling off a litany of unprecedented changes -- the redefinition of "premium video," "currency," "cross-media measurement," "attention" metrics, etc. -- and declaring it is the most disruptive time in all his years working in the business.

"The message is clear," he emphasized. "This is not your parents' prime-time."

Adding that "there is a lot at stake, and a lot up for grabs," Cohen cited findings from an IAB report scheduled to be released Wednesday, which found that 64% of 360 media buyers surveyed by the IAB say "social video is a must-buy" and that "creator-driven video can be considered premium."

One thing that has not changed in all those years is the enthusiasm with which ad-trade association chiefs pitch advertising executives during this time of year.