New York—Acknowledging the ubiquity of mobile devices as a key communications channel, the Interactive Advertising Bureau has created an internal think tank to help drive innovation in mobile marketing, advertising and media.
IAB's Mobile Marketing Center will develop research, case studies, executive training, supply-chain standardization and best practices in mobile media and marketing, according to the organization. It is being funded by such IAB member companies as AT&T, Google, Interactive Media Group, Microsoft Corp. and the New York Times Co.
Heading up the initiative as VP-general manager is Anna Bager. Bager comes to IAB from telecommunications company Ericsson Multimedia, where she had been head of business intelligence.