Faced with an existential threat to the business model of large swaths of its membership, the Interactive Advertising Bureau is devising new ad targeting methods independent of cookies.
The trade org’s Annual Leadership Meeting kicked off this week with a three-day summit in Palm Desert, Calif., during what is arguably the most crucial moment in the body’s 24-year history. Here, it issued a call to action—dubbed Project Rearc—that urged its members to put consumers at the center of everything they do.
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