Amazon Public Policy Chief Lartease Tiffith Jumps to IAB

As regulatory pressure continues to mount on tech firms, the Interactive Advertising Bureau (IAB) has named Lartease Tiffith as its executive vice president for public policy. “With fewer organizations advocating for a free and open ad-supported Internet, IAB’s role on Capitol Hill is even more critical,” said IAB’s CEO David Cohen in a statement. The news came after the recent dissolution of the Internet Association, a lobbying group based in D.C, which represents internet companies like Google, Facebook and Amazon. Tiffith joins from Amazon where he was a public-policy executive. He previously acted as senior counsel to VP Kamala Harris when she served in the Senate. Big Tech companies have previously brought on execs who've served in political positions. President Obama's former press secretary Jay Carney now oversees public policy and communications at Amazon. Cynthia Hogan, who served as chief counsel for President Biden during his time in the Senate, is now the vice president for public policy and government affairs at Apple. This trend shows that talent is now permeating into the digital ecosystem, as the regulatory heat on tech and ad firms approaches a boiling point. Pew: Americans Want More Regulation of Big Tech Companies At Amazon, Tiffith managed public-policy issues related to advertising, privacy, security, data governance, cross-border data flows and consumer protection issues. In his new role, he will advocate for a myriad of issues, including consumer privacy, data security, global trade, international data transfer rules and more. Additionally, he will expand his responsibilities in supporting the IAB Tech Lab to align the industry’s technical development and best practices. “Coming from a company where I've been on the member side, and now I get to be on the other side of the table, I always look forward to working with others in our trade association,” Tiffith told Adweek. With the pressure on tech firms mounting, Tiffith will also take on elements of a champion role. “There's a lot of negativity that comes out of Washington, which is based on lack of information, or sometimes a soundbite that someone picks up on,” added Cohen. “We want to make sure that we celebrate the value that the ad-supported internet plays in the role of society in the American economy, and the responsible use of data. And I think that those are key on our agenda for 2022.” With the midterm elections next year, Lartease expects a temporary stall for the execution of a national federal privacy law but advocates for one in the years to come. Educating policymakers about the media and advertising industries, as well as asserting how legislation defines not only Big Tech, but also small businesses that rely on the internet for revenue, is high on his agenda. Cohen and Tiffith will prioritize privacy, addressability and addressing the value proposition of the internet in 2022. “If you look at what's happening outside of the U.S., in Europe and other jurisdictions, targeted advertising is under assault," Cohen told Adweek, "and we want to make sure that we don't end up following those footsteps.” The IAB now counts 700 media companies, brands and technology firms as members. IAB Sets 2022 Hybrid NewFronts Date, Creates PlayFronts for Gaming Industry