The IAB's new Re-Imagining Interactive Advertising Task Force for the first time is including creatives in its discussions. Representatives from nine shops, including Carat Interactive, Digitas and Razorfish, on Thursday attended the first meeting of the group, which also includes top Web search engines and portals and online publishers. "We believe we can make interactive advertising far more hospitable to the craft and practice of persuasion by putting creativity front and center in the development of advertising standards," IAB President-CEO Randall Rothenberg said.

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