Fast Chat: IAB CEO Randall Rothenberg

IAB to host mobile forum at Cannes

Next week, as the ad world gathers for awards, champagne, sun and maybe even some work (or talk about work), mobile is finally getting its due in Cannes, France. On June 19,  Randall Rothenberg, the Interactive Advertising Bureau’s president and CEO, will moderate Creativity in Mobile Advertising, a full day of mobile panels, keynotes and discussion about mobile—its media impact, its creative potential, its biggest obstacles. Before packing up for the French Riviera, Rothenberg spoke with Adweek about why mobile, why Cannes, why now.

Adweek: What’s the most important thing you want to discuss regarding mobile while at Cannes?

Rothenberg: As an industry, we need to admit to ourselves that we created the Internet to be an ad environment that lives as a below-the-line medium—that is, one that is treated as being about direct response advertising.

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