IAB Tech Lab to strengthen local cooperation in the regional markets
IAB Tech Lab of the United States has appointed digital expert Shivendra Misra as Director and selected New Delhi for expansion in the Asia-Pacific (APAC) region, covering the markets of Southeast Asia, India, China, and Japan with over 3.5 billion people.
“APAC and India are the biggest growth drivers for the digital advertising industry. The region already has the most internet users in the world, most via mobile devices,” said Dennis Buchheim, President, IAB Tech Lab.
IAB Tech Lab aims to strengthen local cooperation in the Asia-Pacific region for advertising technology through relevant stakeholders, including advertisers, agencies, publishers, advertising technology companies, local IAB chapters, and other trade organizations.
“Tech Lab has seen solid local adoption of many of its global standards, notably Open Measurement SDK, which has been deployed by over 20 APAC companies to support mobile app measurement,” said Buchheim.
“By engaging with product and operations teams in the region, we can help more companies benefit from the interoperability, efficiency, and increased innovation enabled by our standards and can ensure we are supporting them effectively,” Buchheim said in a release on 3 Dec 2020.
“The APAC region has also become a prime focus for IAB Tech Lab member companies, and it is crucial that Tech Lab connects regularly with more local companies to better understand their needs, share new developments, and facilitate standards adoption,” said Misra
Misra has significant experience in the digital industry, initially building internet gaming and healthcare platforms, and was also part of the Indian e-commerce wave. He also served as a management consultant, defining digital strategy for one of the biggest Indian corporations, as well as several small and medium enterprises. Misra’s varied background has prepared him well to support Tech Lab interests in the region.
Misra’s initial focus will be to increase awareness of IAB Tech Lab in the region, IAB Tech Lab said.
He will mobilize member companies and partner organizations, setting up collaborative working groups for local experts to devise regionally relevant strategies and priorities, while supporting the implementation of technical standards and best practices. This will also provide a robust feedback loop to inform future development of Tech Lab’s advertising standards.
Tech Lab’s investment in the Asia-Pacific region builds on other collaborative work around the world. Since 2018, IAB Tech Lab has been working closely with IAB Europe in the development of the Transparency and Consent Framework (TCF), the flagship technical implementation for the General Data Protection Regulation (GDPR) in advertising technology.
Tech Lab has also collaborated with international IAB chapters to facilitate global input and feedback on Project Rearc, which is focused on the future of addressability as the use of cookies and other identifiers becomes limited. #digital #technology #media #advertising /fiinews.com
