With the Internet of Things Looming, the IAB Creates a Data Center for Excellence

Acxiom, Oracle, Weather Company and other notable players join up

Marketers need all the guidance they can get when it comes to data. Getty Images

Few marketing topics in the past couple of years have grown more in importance than data. With the Internet of Things set to take off in earnest during the next few years, the subject is only going to become a bigger and bigger part of the brand-world conversation. 

The Interactive Advertising Bureau wants the digital marketing community to be well-positioned on all areas of data—from best practices and management to privacy and transparency. So, it's announcing the IAB Data Center for Excellence today to kick off the industry organization's Leadership Summit in Palm Desert, Calif.

MediaMath CEO Joe Zawadzki 

The center's founding members include Acxiom, Conversant Media, Experian, Integral Ad Science, LiveIntent, Oracle Data Cloud and The Weather Company. While the cost of membership was not disclosed, the Data Center of Excellence will offer educational materials including certification, videos and webinars in addition to topical discussion and guidance.

New York-based IAB has tapped MediaMath CEO Joe Zawadzki to chair the new group's board of directors. Zawadzki told Adweek he's looking forward to the challenges ahead in an era when connected cars and appliances will change stats-based marketing forever. 

"We are definitely not there on data," Zawadzki said. "The pace of consumer change and the technical change have sort of out-stripped the industry's ability to keep up." Many core problems, he added, will only find solutions with more focus and attention.  

Patrick Dolan, evp and COO at the IAB, added that the Data Center of Excellence will "address key issues, influence the agenda and set the standards for organizations looking to embrace the power of data."

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