• by Laurie Sullivan  @lauriesullivan, Yesterday

The Interactive Advertising Bureau (IAB) has expanded its Centers of Excellence (CoE) by adding and reappointing new leadership.

The new leadership teams will support innovations that have emerged and are beginning to gain strength across the advertising industry -- including
artificial intelligence (AI), commerce media, the creator economy, connected television (CTV) and measurement.

Internal promotions -- which include the appointment of Cintia Gabilan, appointed to senior vice president of the Centers of Excellence & Industry Initiatives, and Angelina Eng, appointed to vice president of measurement, addressability and data (MAD) center and CoE operations -- support the shift.

New hires include Collin Colburn, appointed as vice president of commerce, and Jamie Finstein, appointed as vice president of media center.

Gabilan will oversee leadership and strategic direction of four key centers: the IAB Experience Center, IAB Media Center, IAB Measurement, Addressability & Data (MAD) Center, and the IAB Professional Development and Education Center (PDEC). She also coordinates IAB’s cross-functional AI initiatives and reports to Sheryl Goldstein, executive vice president, chief industry growth officer.  

Goldstein insists that the IAB is driving change, not reacting to it. She calls the change "a clear investment in the future of digital advertising with a sharp focus on" these markets.

The IAB Media Center also includes Jason Adamski and Matt Shapo as directors. Adamski joins IAB after leading media strategy at Ferrero as North American Media Manager, with previous senior media positions at PepsiCo, Accenture, MediaVest, Mullen, and Boston Beer Company.

Adamski will oversee video and digital out of home (DOOH), focusing on standardizing DOOH planning and buying practices, enhancing measurement models, and proving its effectiveness across the full purchase funnel to elevate DOOH as a key part of omnichannel media plans. 

Last month, the IAB reported that “digital video is not just growing — it's dominating” media buys. The 2025 IAB Digital Video Ad Spend & Strategy Report notes that digital video is set to take nearly 60% of all U.S. TV/video ad spend in 2025, up from 29% in 2020.

It is driven by shifts in consumer behavior, platform innovations, and advertiser confidence, this evolution signals a new era of scalable, measurable, and highly targeted video advertising.

In May, IAB and the Media Rating Council (MRC) released for public comment the Attention Measurement Guidelines developed by the IAB Attention Task Force, a group of more than 200 members from across the advertising, media, and measurement industries.

The guidelines offer a structured framework for the consistent measurement and reporting of attention across media. Public comment is open until July 12, 2025.

The IAB has a unique place in the advertising and media industry to identify and forecast emerging trends. Its industry representatives set standards, and lead change by focusing on innovations, measurement and addressability.

The representatives advocate and educate policymakers to help them understand the industry’s bigger roles.

The organization, however, has not been without challenges. It has had to endure much criticism around standards and advertising quality issues as well as privacy and regulations, but its Centers of Excellence (CoE) and leadership teams aim to prepare businesses for change, provide guidance, and smoothly accelerate transitions.