Online Ad Bodies IAB Europe and EIAA Merge

Online ad bodies the Interactive Advertising Bureau (IAB) Europe and the European Interactive Advertising Association (EIAA) have merged to form a single European trade association combining their membership, research efforts and expertise.

Under the leadership of President and CEO Alain Heureux and keeping the name IAB Europe, the new body defines its mission as promoting, protecting and proving the value of the European digital ad industry. Alison Fennah, until now Executive Director of the EIAA, 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 - this includes existing EIAA projects such as Mediascope Europe and Marketers' Internet Ad Barometer, and IAB Europe's AdEx advertising spend report and MCDC usage and attitudes study.

Fennah comments: '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.'

The merger will unite more than 41 corporate members and 27 national IABs, representing stakeholders from across the online ad sector including major media groups, advertisers, agencies, and technology and service providers.

Web sites: www.iab.net and www.eiaa.net .