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IAB Creates Center for Online Video Research and Promotion

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The Interactive Advertising Bureau (IAB), a member organization that evaluates and makes recommendations for online advertising standards, announced today that it has created a branch devoted to promoting and developing online video. Called the IAB Digital Video Center of Excellence, its goals include producing research and online video advertising case studies, evaluating standards, hosting showcases of creative work, and identifying best practices for the expanding medium.

Leading the Center is IAB staffer Anna Bager, now promoted to senior vice president, mobile and video. Bager plans to create "a one-stop shop for thought leadership, innovation, research, and guidance for the digital video industry," the IAB says.

For digital video to progress, online video advertising needs supported standards, in-depth research, and an identification of what works and why, Bager notes.

The Center's board of directors is led by Peter Naylor, senior vice president of advertising sales at Hulu. “The broader ecosystem needs a central organization that will be able to steer the digital video movement on a pathway towards even more expansion, and inspire greater commitment from marketers to both the video medium, as well as cross-screen campaigns," Naylor says.

The Center will operate out of the IAB's offices on East 27th Street in New York city.

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