IAB Europe and EIAA merge


IAB Europe and EIAA merge to form single, EMPOWERED European interactive advertising trade ASSOCIATION

New organisation combines expertise in research and regulatory affairs to tackle challenges facing the industry in 2011 and beyond

18 May 2011: In an historic move, trade bodies the European Interactive Advertising Association (EIAA) and the Interactive Advertising Bureau (IAB Europe) announced today that they have joined forces to form a single European trade association to better represent and support the online advertising sector across the region. The merger became effective on 16th May 2011.

The merger will unite the corporate and country members of the two organisations, bringing

membership to over 41 corporate members and 27 national IABs, and representing stakeholders from across the online advertising economy including major media groups, advertisers, agencies, portals, technology and service providers.

Under the leadership of President and CEO Alain Heureux, IAB Europe’s mission is to promote, protect and prove the value of the European digital advertising industry.

Executive Director of the EIAA, Alison Fennah, will assume the role of Vice President for Research and Marketing, responsible for expanding the IAB Europe research and marketing programmes. Under the agreement IAB Europe will be able to develop its research portfolio further including EIAA projects such as Mediascope Europe and Marketers’ Internet Ad Barometer, two research projects that the online advertising industry has come to rely upon for invaluable insight into the sector. With IAB Europe’s existing AdEx advertising spend report and MCDC usage and attitudes study, the trade body will provide the data and insight so vital to informing and guiding the growth of this dynamic and economically significant sector.

Much of the energy of the organisation is already focused onprotecting the industry through an active and informed public affairs programme to educate lawmakers and interest groups. With the added weight of the EIAA membership, IAB Europe will broaden its influence and representation of the entire online advertising value chain. This activity will continue to be led by Kimon Zorbas, Vice President, Public Affairs.

Guy Phillipson, Chairman of IAB Europe, said: “IAB Europe and the EIAA have always had the same vision, namely to grow the share of online ad spend and improve marketers’ knowledge of the benefits of online as an advertising medium. By combining the membership, research and expertise of the two trade bodies we can bring renewed energy and focus to support and protect the interactive advertising industry. Now that the industry has taken the initiative on self-regulation before the European Commission, it is vital that we have one committed and empowered organisation as the voice of over 5,500 member companies right across the region.”

Alison Fennah, Executive Director of the EIAA, commented: “Supported by all the major captains of the digital industry across Europe, the merger of EIAA and IAB Europe will provide the critical resources and insight to support the acceleration of the interactive advertising market. Its collective vision and experience will allow us to build upon the industry’s strong foundations and help companies and markets to grow their business.”

Laurent Delaporte, Vice President of Microsoft Advertising, EMEA said: “We at Microsoft Advertising fully endorse the merger of EIAA with IAB Europe, uniting the leading agencies, media owners, research companies, and over 20 national IABs around Europe. By combining the public affairs and research activities across the region under a single organisation, we are strengthening the value of the digital and interactive marketing industry in Europe into one strategic vision.“


For further information, please contact IAB Europe:  pressrelations@iabeurope.eu

Lucy Green, Press Officer T: +44 7817698366 (English)

Geraldine Gitel T: + 44 (0) 7917 885380 (English, French)

About EIAA: 

The European Interactive Advertising Association (www.eiaa.net) represents the leading European interactive media companies across Europe. The primary objectives of the EIAA are to champion and to improve the understanding of the value of online advertising as a medium, to grow the European interactive advertising market by proving its effectiveness, thus increasing its share of total advertising investment. Since its founding in 2002 the EIAA has invested substantially in pan-European multimedia research, marketing, standardisation activities and education, of both the market and government, on the role of interactive advertising. This wide-ranging programme, the senior industry representatives on our board and the committed teams of experts in our working groups all contribute towards the EIAA’s deep insight into consumers and markets across Europe and an influential position in the European media community. EIAA members are Adconion Media Group, AOL Advertising Europe, BBC.com, Disney, eBay International Advertising, Hi-media Group, LinkedIn, Microsoft Advertising, MTV Networks International, Orange Advertising Network, smartclip, Specific Media, Vodafone and Yahoo! Europe.

About IAB Europe:

IAB Europe is a federation of national Interactive Advertising Bureaux (IAB) across Europe. Its mission is to promote the growth of the interactive advertising markets on behalf of its clients and national members. Supported by every major media group, advertisers, agency, portal, technology and service provider, its voice represents the interest of more than 5000 company members. IAB Europe coordinates activities across the region including public affairs, benchmarking, research, setting standards and best practices. The member countries are Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, Ukraine and the UK. Our corporate members include Adconion, Adobe, ADTECH, Alcatel-Lucent, AudienceScience, BBC, CNN, comScore Europe, CPX Interactive, Criteo, Ernst & Young, Expedia Inc, Fox Interactive Media, Gemius, Goldbach Media Group, Google, GroupM, Hi-media, InSites Consulting, Koan, Microsoft Europe, Millward Brown, Netlog, News Corporation, nugg.ad, Nielsen Online, Orange Advertising Network, Prisa, Publicitas Europe, Sanoma Digital, Selligent, Tradedoubler, Truvo, United Internet Media, ValueClick, White&Case, Yahoo! and zanox.  www.iabeurope.eu