IAB Experience Center

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uk-container-expand uk-padding-remove" role="main" id="main-content"> <div class="module-browse uk-container-xlarge has-hero banner-image-container uk-cover-container uk-position-relative uk-height-medium "> <div class="black-background-overlay uk-height-medium uk-width-1-1"></div> <img src="https://www.iab.com/wp-content/uploads/2021/01/IAB-Experience-Center-scaled-1000x305.jpg" uk-cover alt="Experience Center"> <div class="uk-overlay uk-width-1-1 uk-position-left"> <div class="topic-breadcrumb uk-padding-large"> <div class="module-browse__breadcrumbs"> <div class="article__breadcrumbs"> <a class="breadcrumbs__link uk-link-reset uk-text-uppercase" href="https://www.iab.com"> <span class="bold iabicon-arrow-left1 icon"></span> Home </a> </div> </div> </div> <div class="topic-title uk-padding-large"> <div class="uk-flex"> <div class="section-info"> <h1>Experience Center</h1> </div> <div class="module-browse__sharing uk-width-expand uk-flex-right uk-flex uk-flex-middle uk-inline"> <div class="module-sharing-actions"> <div class="article-actions module-sharing-actions__container uk-width-auto "> <a class="module-sharing-actions__action uk-link-reset uk-visible@m" href="#" hidden target="_blank" title=""> <span class="iabicon-download2 module-sharing-actions__icon second"></span> </a> <div class="uk-display-inline"> <a class="module-sharing-actions__action uk-link-reset" href="#"> <span class="iabicon-connect module-sharing-actions__icon last"></span> </a> <div uk-dropdown="boundary: .main; pos: bottom-left; mode: click""> <div class="uk-flex uk-flex-around"> <a class="module-sharing-actions__action-social module-sharing-actions__action-social-mail uk-link-reset" href="/cdn-cgi/l/email-protection#ecd39f998e86898f98d1dedcded9cca5adaeccbc808d95aa9e8382989fca8e838895d18498989c9fd6c3c39b9b9bc2858d8ec28f8381c3899a8982989fc3858d8ec19c808d958a9e8382989fc1dedcded9c3"> <i class="fa fa-envelope" aria-hidden="true"></i> </a> <a class="module-sharing-actions__action-social 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width=600,left=10,top=10,,scrollbars=yes,menubar=no'); return false;"> <i class="fa fa-pinterest-p" aria-hidden="true"></i> </a> <a class="last module-sharing-actions__action-social uk-link-reset" href="https://twitter.com/intent/tweet?text=2025+IAB+PlayFronts&url=https%3A%2F%2Fwww.iab.com%2Fevents%2Fiab-playfronts-2025%2F&via=iab" onclick="window.open(this.href,'Share','height=400, width=600,left=10,top=10,,scrollbars=yes,menubar=no'); return false;"> <i class="fa fa-twitter" aria-hidden="true"></i> </a> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div><div class="toc-hidden article__content"><h3 class="toc">Our Mission</h3></div><div class="toc-hidden clearfix"></div><div class="uk-padding-large uk-container-xlarge uk-padding-remove-top uk-padding-remove-bottom"> <article class="article"> <div class="container module--news"> <div class="article__table-contents-header-container-mobile"> <div class="article__table-contents-header-mobile uk-hidden@m"> <a class="article__table-contents-header-mobile-action uk-link-reset" uk-toggle="target: #article-index-id; animation: uk-animation-slide-top-small" hidden> <div class="article__table-contents-header-content-mobile uk-flex uk-flex-middle"> Table of Contents <span class="article__table-contents-header-icon bold iabicon-arrow-in-circle-down uk-margin-auto-left"></span> </div> </a> </div> </div> <div class="article-container uk-flex ccwg"> <div class="article-index toc-placeholder uk-flex-auto"></div> <div class="article__content uk-flex-expand"> <div class="ccwg-block"> <div id="pane-ccwg-overview" class="ccwg-pane"> <div class="uk-padding-large uk-padding-remove-right uk-padding-remove-top"> <div uk-grid> <div class="uk-width-2-3@m"> <a name="general" id="general"></a> <h3 class="group-page-subhead restyled-subhead"><h3 class="module-subtitle">Mission</h3></h3> <p>The Experience Center exists to help the industry future-proof and play an intentional and active role in shaping the future of advertising. We focus on emerging advertising channels and evolving consumer behaviors to help the industry understand and reach the consumer of today and tomorrow.</p> </div> <div class="uk-width-1-3@m"> <h3 class="group-page-subhead restyled-subhead">Our Work</h3> <ul class="mission-key-themes uk-list uk-list-divider"> <li>Future-proofing and how to reach the audiences of tomorrow</li> <li>Innovation-focused buy and sell-side conversations</li> <li>Big picture discussions about the implications of technological and consumer shifts for the digital media industry</li> </ul> </div> </div> </div> </div> </div> <div class="clearfix"></div> </div> </div> </div> </article> </div> <script data-cfasync="false" src="/cdn-cgi/scripts/5c5dd728/cloudflare-static/email-decode.min.js"></script><script id="tpl-ccwg-subgroups" type="text/html"> <ul> {{#subgroups}} <li><a href="/councils-committees-task-forces-and-working-groups/?key={{id}}" target="_blank">{{name}}</a></li> {{/subgroups}} </ul> </script><div class="module-cta uk-padding uk-padding-small"> <div class="module-cta__container uk-flex uk-flex-center uk-height-small"> <div class="module-cta__column-left uk-flex uk-flex-center uk-flex-middle "> Interested in participating in Media Center initiatives? </div> <div class="module-cta__column-right uk-flex uk-flex-left uk-flex-middle "> <a href="https://www.iab.com/groups" class="btn-cta-link"> <span class="uk-button uk-button-default uk-align-center uk-border-thin uk-flex default-button-black default-button-red btn-cta-text" > Join a Group <div class="iabicon-arrow-in-circle-right arrow-icon"></div> </span> </a> </div> </div> </div><div class="toc-hidden article__content"><h3 class="toc">Who We Are</h3></div><div class="toc-hidden clearfix"></div><div class="module--who-we-are" data-sfkey="a7d5b000000XgPYAA0" data-autoload="whoweare" data-template="#tpl-who-we-are" data-logos-per-page="25" data-headshots-per-page="8" > <a name="wwa" id="wwa"></a> <div class="uk-section uk-background-secondary"> <div class="topic-links uk-container-xlarge uk-padding-large uk-padding-remove-top uk-padding-remove-bottom"> <div class="uk-align-left"><h3 class="module-subtitle">Who We Are</h3></div> <div class="clearfix"></div> <div class="target"> <div class="uk-width-1-1 uk-inline"> <div class="uk-position-center" uk-spinner></div> </div> </div> <div class="uk-hidden@m uk-padding uk-padding-remove-right uk-padding-remove-left"> <a class="uk-link-reset" href=""><div class="uk-align-right browse-more-link"> Browse all <span class="primary-link-black"></span></div> </a> </div> </div> </div> </div> <script id="tpl-who-we-are" type="text/html"> {{#group}}  <ul class="iab-tabs" uk-tab="animation: uk-animation-fade"> <li class="uk-active"><a href="#wwa--bod-companies" data-pushstate-url="true">Board Companies</a></li> <li><a href="#wwa--bod-members" data-pushstate-url="true">Board Members</a></li> <li><a href="#wwa--committees" data-pushstate-url="true">Committees & Working Groups</a></li> </ul>   <ul class="uk-switcher uk-margin"> <li>  <div uk-grid>  <ul class="iab-tabs-left uk-tab-left uk-width-1-1 uk-width-1-5@m uk-margin-top" uk-switcher="animation: uk-animation-fade"> {{#boards}} <li><a href="#wwa--bod-companies--{{slug}}" data-pushstate-url="true">{{name}}</a></li> {{/boards}} </ul>  <ul class="uk-width-expand uk-switcher uk-margin"> {{#boards}} <li> <div class="uk-width-expand"> <h3 class="group-page-subhead">{{name}}</h3> {{{description}}}  <div class="uk-margin uk-padding-medium"> <div uk-slideshow="min-height: 580; 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max-height: 815; finite: true"> <div class="uk-position-relative uk-dark" tabindex="-1"> <ul class="uk-slideshow-items"> {{#board_members}} <li> <div class="page"> <ul class="uk-child-width-1-3@m uk-child-width-1-4@l uk-grid-medium" uk-grid uk-height-match="target: li > .uk-card > .member-card > .member-info"> {{#.}} <li> <div class="uk-card uk-card-default"> <div class="member-card uk-padding uk-padding-remove-bottom"> <div class="member-avatar uk-text-center"> {{#headshot}}   <img class="iab-sf-headshot uk-border-circle" src="{{.}}" alt="{{name}}" /> {{/headshot}} {{^headshot}} <img class="iab-sf-headshot uk-border-circle" src="/wp-content/themes/iab/assets/img/no-user-headshot-20210127.jpg" alt="{{name}}" /> {{/headshot}} </div> <div class="member-info uk-text-center uk-padding-small uk-padding-remove-bottom"> <div class="member-name module-body-highlight bold"> {{name}} </div> <div class="member-job-info uk-margin-small-bottom uk-text-meta"> <div>{{jobtitle}}</div> <div>{{company}}</div> </div> </div> <a data-bundle="{{bundle}}" uk-toggle="target: #iab-modal-view-bio" class="module-featured-members__bio-open uk-button uk-button-default uk-margin-small uk-width-expand" href="#" style="text-transform: none;">View bio</a> </div> </div> </li> {{/.}} </ul> </div> </li> {{/board_members}} </ul> <a class="uk-position-center-left-out uk-position-small" href="#" uk-slidenav-previous uk-slideshow-item="previous"></a> <a class="uk-position-center-right-out uk-position-small" href="#" uk-slidenav-next uk-slideshow-item="next"></a> </div> <ul class="uk-slideshow-nav uk-dotnav uk-flex-center uk-margin"></ul> </div> </div>  </li> {{/boards}} </ul> </div>  </li> <li> <div uk-grid class="uk-child-width-1-1 uk-child-width-1-2@s uk-child-width-1-4@m"> {{#committees}} <div> <p><strong>{{name}}</strong></p> <ul> {{#working_groups}} <li>{{name}}</li> {{/working_groups}} </ul> </div> {{/committees}} </div> </li> </ul> {{/group}}  <div id="iab-modal-view-bio" class="uk-modal-container" uk-modal> <div class="uk-modal-dialog uk-modal-body uk-margin-auto-vertical"> <button class="uk-modal-close-default" type="button" aria-label="Close" uk-close></button> <div class="target"> <div class="uk-width-1-1 uk-inline"> <div class="uk-position-center" uk-spinner></div> </div> </div> </div> </div>  </script> <script id="tpl-iab-modal-bio" type="text/html"> <div uk-grid class="uk-grid-divider"> <div class="uk-width-1-3@m"> <div class="member-card uk-padding uk-width-expand"> <div class="member-avatar uk-text-center"> {{#headshot}} <img class="uk-border-circle uk-margin-bottom" alt="{{name}}" src="{{.}}" style="width: 200px; height: 200px; max-width: 200px; max-height: 200px; object-fit: cover;" /> {{/headshot}} {{^headshot}} <img class="uk-border-circle uk-margin-bottom" alt="{{name}}" src="/wp-content/themes/iab/assets/img/no-user-headshot-20210127.jpg" style="width: 200px; height: 200px; max-width: 200px; max-height: 200px;" /> {{/headshot}} </div> <div class="module-featured-members__overlay-separator-mobile"></div> <div class="member-info uk-text-center uk-width-1-1"> <div class="member-name module-body-highlight bold"> {{name}} </div> <div class="member-job-info uk-text-meta"> <div>{{jobtitle}}</div> </div> </div> </div> </div> <div class="uk-width-expand"> <div class="uk-padding"> <div>{{{bio}}}</div> <a href="#" class="uk-modal-close uk-button uk-button-default uk-margin-small" type="button" aria-label="Close"><span style="text-transform: initial; color: black;">Close bio</span></a> </div> </div> </div> </script> <div class="toc-hidden article__content"><h3 class="toc">Our Initiatives </h3></div><div class="toc-hidden clearfix"></div><section class="module-five-pillars"> <div class="uk-container-xlarge uk-margin-auto"> <div class="uk-padding-large pillars-container"> <h1 class="uk-margin-large"> Our Initiatives </h1>  <div class="uk-visible@m"> <div uk-grid> <div class="uk-width-auto@m"> <ul class="uk-tab-left" uk-tab="connect: #pillar-content; animation: uk-animation-fade"> <li class="uk-margin uk-margin-small uk-active"> <a href="#" class="module-alt-subtitle-small text-gray uk-text-capitalize"> Brand Disruption</a> </li> <li class="uk-margin uk-margin-small "> <a href="#" class="module-alt-subtitle-small text-gray uk-text-capitalize"> Consumers</a> </li> </ul> </div> <div class="uk-width-expand@m"> <ul id="pillar-content" class="uk-switcher"> <li> <a href="https://www.iab.com/topics/brands/" aria-label="Brand Disruption" title="Brand Disruption"> <div class="pillars-image" style="background-image: url(https://www.iab.com/wp-content/uploads/2020/07/iStock-470883252-scaled-e1595967743343.jpg);"></div> </a> <div class="media__details uk-margin"> <div class="media__details--description"> Many incumbent brands are struggling to navigate the disruption brought on by the new business models of direct-to-consumer brands. These disruptor brands have forever altered how companies produce, distribute and sell products, as well as how businesses message, market, and target consumers. IAB鈥檚 goals are to show incumbent and disruptor brands and their service providers … <a class="excerpt-more" href="https://www.iab.com/topics/brands/">Continued</a> </div> </div> <a class="read-more uk-flex uk-flex-middle" href="https://www.iab.com/topics/brands/"> <span class="module-alt-subtitle-small"> Read More</span>   <span class="read-more--icon iabicon-arrow-in-circle-right bold text-red" style="font-size: 35px;"></span> </a> </li> <li> <a href="https://www.iab.com/topics/consumers/" aria-label="Consumers" title="Consumers"> <div class="pillars-image" style="background-image: url(https://www.iab.com/wp-content/uploads/2021/01/New-Media-Consumer-Initiative-scaled.jpg);"></div> </a> <div class="media__details uk-margin"> <div class="media__details--description"> Media consumption patterns are in flux. IAB鈥檚 goal is to help the digital ecosystem understand consumer trends and platform habits in order to help businesses effectively message in a way that resonates with consumer preferences effectively and efficiently. </div> </div> <a class="read-more uk-flex uk-flex-middle" href="https://www.iab.com/topics/consumers/"> <span class="module-alt-subtitle-small"> Read More</span>   <span class="read-more--icon iabicon-arrow-in-circle-right bold text-red" style="font-size: 35px;"></span> </a> </li> </ul> </div> </div> </div>  <div class="uk-hidden@m pillars-mobile"> <ul uk-accordion> <li class="uk-margin uk-open"> <a href="#" class="uk-accordion-title module-alt-subtitle-small text-gray uk-text-capitalize">Brand Disruption</a> <div class="uk-accordion-content"> <a href="https://www.iab.com/topics/brands/"> <img class="media__img uk-width-expand" src="https://www.iab.com/wp-content/uploads/2020/07/iStock-470883252-scaled-e1595967743343.jpg" alt="Brand Disruption"> </a> <div class="media__details uk-margin"> <div class="media__details--description"> Many incumbent brands are struggling to navigate the disruption brought on by the new business models of direct-to-consumer brands. These disruptor brands have forever altered how companies produce, distribute and sell products, as well as how businesses message, market, and target consumers. IAB鈥檚 goals are to show incumbent and disruptor brands and their service providers … <a class="excerpt-more" href="https://www.iab.com/topics/brands/">Continued</a> </div> </div> <a class="read-more uk-flex uk-flex-middle" href="https://www.iab.com/topics/brands/"> <span class="module-alt-subtitle-small">Read More</span> <span class="read-more--icon iabicon-arrow-in-circle-right bold text-red"> </a> </div> </li> <li class="uk-margin "> <a href="#" class="uk-accordion-title module-alt-subtitle-small text-gray uk-text-capitalize">Consumers</a> <div class="uk-accordion-content"> <a href="https://www.iab.com/topics/consumers/"> <img class="media__img uk-width-expand" src="https://www.iab.com/wp-content/uploads/2021/01/New-Media-Consumer-Initiative-scaled.jpg" alt="Consumers"> </a> <div class="media__details uk-margin"> <div class="media__details--description"> Media consumption patterns are in flux. IAB鈥檚 goal is to help the digital ecosystem understand consumer trends and platform habits in order to help businesses effectively message in a way that resonates with consumer preferences effectively and efficiently. </div> </div> <a class="read-more uk-flex uk-flex-middle" href="https://www.iab.com/topics/consumers/"> <span class="module-alt-subtitle-small">Read More</span> <span class="read-more--icon iabicon-arrow-in-circle-right bold text-red"> </a> </div> </li> </ul> </div> </div> </div> </section> <div class="toc-hidden article__content"><h3 class="toc">Recent Updates</h3></div><div class="toc-hidden clearfix"></div><div class="module-browse uk-container-xlarge"> <div class="module-browse__search uk-background-secondary uk-margin-large uk-padding-large"> <div class="module-filterable-content"> <section class="search-page our-story search-results-main clearfix"> <div class="search-container-wrapper"> <div class="search-container"> <div class="uk-grid uk-flex"> <div class="uk-width-1-1@s uk-width-4-4@m search-container__results-content-container">  <div class="search-filter container" data-date-format="m.d.y" data-posts-limit="8" data-taxonomy="iab_organization_type" data-taxonomy-term="248"> <header> <h3 class="module-subtitle">Updates from the Experience Center</h3> <p class="filter-by">Filter by:</p> </header>  <div class="uk-grid">  <span class="dropdown-span-width uk-width-1-1"></span>  <div class="uk-width-1-4@m uk-width-1-2"> <div class="search-filter__group"> <a href="#" class="filter article-filter__dropdown" data-target="topic"> <span class="article-filter__selected-topic">Topic</span> <svg aria-hidden="true"> <use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#icon-arrow-down"></use> </svg> <div class="linker"></div> </a> <div class="filter-items article-filter__list topic-filter" data-dropdown="topic"> <div id="search-topic-filter" class="topic-all"> <div class="topic-filter-options"> <a href="#" class="filter-option active" 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data-value="professional-development" data-dropdown-value="Professional Development" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Professional Development </a> </li> <li class="topic-m-p" > <a href="https://www.iab.com/topics/public-policy-1/" data-value="public-policy-1" data-dropdown-value="Public Policy" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Public Policy </a> </li> <li class="topic-m-p" > <a href="https://www.iab.com/topics/public-policy-newsletter/" data-value="public-policy-newsletter" data-dropdown-value="Public Policy Newsletter" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Public Policy Newsletter </a> </li> <li class="topic-m-p" > <a href="https://www.iab.com/topics/public-policy-test/" data-value="public-policy-test" data-dropdown-value="Public Policy Test" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Public Policy Test </a> </li> <li class="topic-q-t" > <a href="https://www.iab.com/topics/research/" data-value="research" data-dropdown-value="Research" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Research </a> </li> <li class="topic-q-t" > <a href="https://www.iab.com/topics/retail-media/" data-value="retail-media" data-dropdown-value="Retail Media" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Retail Media </a> </li> <li class="topic-q-t" > <a href="https://www.iab.com/topics/state-of-data/" data-value="state-of-data" data-dropdown-value="State of Data" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > State of Data </a> </li> <li class="topic-q-t" > <a href="https://www.iab.com/topics/subscriber-only/" data-value="subscriber-only" data-dropdown-value="Subscriber Only" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Subscriber Only </a> </li> <li class="topic-q-t" > <a href="https://www.iab.com/topics/tech-lab/" data-value="tech-lab" data-dropdown-value="Tech Lab" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Tech Lab </a> </li> <li class="topic-q-t" > <a href="https://www.iab.com/topics/terms-conditions/" data-value="terms-conditions" data-dropdown-value="Terms & Conditions" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Terms & Conditions </a> </li> <li class="topic-q-t" > <a href="https://www.iab.com/topics/the-rise-of-retail-media-networks/" data-value="the-rise-of-retail-media-networks" data-dropdown-value="The Rise of Retail Media Networks" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > The Rise of Retail Media Networks </a> </li> <li class="topic-u-z" > <a href="https://www.iab.com/topics/video-on-demand/" data-value="video-on-demand" data-dropdown-value="Video On Demand" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Video On Demand </a> </li> </ul> </div> </div> </div> </div>  <div class="uk-width-1-4@m uk-width-1-2"> <div class="search-filter__group"> <a href="#" class="filter article-filter__dropdown" data-target="post-type"> <span class="article-filter__selected-topic">Type</span> <svg aria-hidden="true"> <use xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="#icon-arrow-down"></use> </svg> <div class="linker"></div> </a> <ul class="filter-items article-filter__list post-type-filter" data-dropdown="post-type" > <li class="active" > <a href="https://www.iab.com/post" data-value="post" data-dropdown-value="Statements & Press" class="filter-link"><span 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