$137.8B U.S. ad spend for top 200 advertisers
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.