IAB Adds Pam Zucker, Jack Koch, Promotes Chris Bruderle

The Interactive Advertising Bureau (IAB), the digital media and marketing trade association, today announced two new additions to its senior team – Pam Zucker joined IAB as senior vice president, chief strategy officer, and Jack Koch joined as senior vice president, research and insights. In addition, IAB announced the evolution of Chris Bruderle’s role as vice president, industry insights and content strategy.

Zucker will oversee the evolution of the IAB point of view through the creation of industry guidelines, standards, and marketplace education by protecting and enabling growth for an open, ad-supported digital ecosystem. She will be responsible for connecting and building relationships with members across the advertising landscape to elevate IAB as the center of discussion, information, and advice to address the greatest challenges of our industry. Zucker will report to Sheryl Goldstein, EVP, IAB chief industry growth officer.

Leading into the New Year, IAB is enhancing the Centers of Excellence, Research & Insights programs as well as re-launching the Measurement, Addressability & Data (MAD) Center, previously known as the Programmatic+Data Center. This center provides essential industry guidance and education on changes in underlying technology and privacy regulations in a constantly evolving ecosystem. Under its new name, the center will provide guidance and education on new addressability and measurement solutions to enable revenue growth, efficiency, and scale, with a focus on retail media networks and Advanced TV.

Additionally, Pam will be responsible for directing the other IAB Centers of Excellence (COE):

• Experience Centerwhich focuses on evolving consumer behavior and emerging technologies (AR, VR, voice and games/Esports) to help define the advertising experiences of tomorrow.
• Media Centerwhich creates the thought leadership, advocacy, and forums that make and shape the video and audio marketplace; help improve efficiency, consistency, and relevance in how media companies and marketers engage with audiences across all forms of digital video and audio (including CTV and podcasting).

Zucker said: “As the industry evolves, so must our Centers of Excellence to meet member needs. Once a former IAB member, I have benefited greatly from the research, networking, and reports that these centers provide. Now, as their leader, I am looking forward to ensuring that center participants and IAB members at large receive the tools and guidance they need to navigate changes in technology and responsible data use amid a shifting privacy landscape.”

Joining IAB’s leadership team, Jack Koch is responsible for all research related initiatives and overseeing strategic direction and output of products such as the annual IAB PWC Advertising Spend and Revenue Research. He will continuously identify new research areas for IAB, helping future-proof the digital ecosystem and supporting the COE’s strategic priorities.

In 2023, the IAB Research & Insights team will focus on initiatives including ad spending related to gaming, podcasting, and video, as well as IAB’s coveted “State of Data” report. State of Data will be released during IAB’s Annual Leadership Meeting in January 2023. This report is designed to help the industry prepare and navigate changes in privacy legislation, the deprecation of third-party identifiers, and platform policies affecting data collection, addressability, measurement, and optimization.

After nearly four years at IAB, Chris Bruderle takes on an expanded role as Vice President, Industry Insights and Content Strategy. In his new role, he will work closely with the Centers of Excellence and IAB Tech Lab to create industry education for brands, agencies, publishers, and ad tech participants. Bruderle will help educate the marketplace by leading member education meetings on various research-based discussions.

“At IAB, we’re focused on addressing industry issues most important for driving growth, educating all stakeholders, and mitigating risks by offering high quality solutions and relevant research to the entire advertising ecosystem,” said Sheryl Goldstein, EVP, Chief Industry Growth Officer, IAB. “Pam, Jack, and Chris each bring unique perspectives to the IAB team. With their years of experience and insights, we are excited to feel their impact — bringing our industry together and continuing to create solutions and educate the marketplace in this highly dynamic time.”