NEW YORK--(BUSINESS WIRE)--The IAB Technology Laboratory announced that Dennis Buchheim has been named Senior Vice President and General Manager of the global digital media industry standards body. He is currently Senior Vice President, Data and Ad Effectiveness, IAB, and General Manager of the IAB Data Center of Excellence.
Buchheim succeeds Alanna Gombert, who joined the IAB Tech Lab in February 2016 as the organization’s Deputy Director and was named General Manager four months later.
“Dennis has unparalleled expertise in building businesses around the types of groundbreaking products and services that the IAB Tech Lab is developing for the industry,” said Randall Rothenberg, President and CEO, IAB. “His direction of the IAB Data Center of Excellence, guiding its work in consumer/device identifiers and data quality, is case in point. He is the ideal candidate to advance the critical Tech Lab initiatives launched by Alanna and to lead the creation of new global technical solutions that will promote a transparent, safe, and efficient digital marketing supply chain.”
Dennis Buchheim has worked in digital advertising since 2002. He joined IAB from Yahoo, where he served as Vice President of Product Management, leading product management for programmatic and premium advertising, targeting, measurement and insights, and trust and safety. Earlier, he was at Microsoft, where he initially focused on distribution of advertising and web search products to new partners and Microsoft properties. He was later promoted to be GM of Display Monetization, then took on product management of Microsoft’s ad exchange and ad network, and finally led program management for display advertising overall. His first role in advertising was as GM of Inktomi’s paid inclusion business, which he helped to expand after Yahoo acquired the company. He then moved on to lead product marketing for Yahoo/Overture partners. Prior to entering the ad space, Buchheim designed and developed consumer and enterprise software products at industry stalwarts Apple and Oracle, led engineering for startup Actioneer, and co-founded and led product management and marketing at iHarvest, which was acquired by Interwoven for its award-winning tools for capturing, annotating, and sharing web content.
Under Gombert’s leadership, the IAB Tech Lab developed ads.txt, a tool to prevent the sale of counterfeit and unauthorized impressions in programmatic transactions, eliminating the black market for digital advertising inventory. The organization also built the new IAB Standard Ad Unit Portfolio with flexible ad sizes in alignment with the LEAN Principles, making cross-screen marketing easier and improving user experience. During Gombert’s tenure, the Tech Lab spearheaded updates of such critical industry standards as VAST, OpenRTB, and MRAID. In addition, the organization released numerous technical standards and guidelines for mobile, video, podcasts, dynamic content, and header bidding, and launched a first-of-its-kind technology compliance program to validate companies that uphold key industry standards.
“Since its inception three years ago, the IAB Tech Lab has been at the forefront of building tech standards and guidelines that benefit the entire interactive ecosystem,” said Buchheim. “Technical solutions will be vital in sustaining the health of the digital marketing landscape, whether focusing on improving user experience or rooting out ad fraud. I look forward to working alongside the IAB Tech Lab’s membership from around the world, which includes brand marketers, media agencies, publishers, and ad technology firms—stakeholders coming together to build consensus around tech that will drive the future of digital advertising.”
A graduate of Brown University, Buchheim holds BA degrees in computer science and business economics. He will be based at the IAB West Coast office in San Francisco.
About IAB Technology Laboratory
The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organization’s governing member companies include AppNexus, Extreme Reach, Google, GroupM, Hearst Magazines Digital Media, Integral Ad Science, LinkedIn, Moat, Pandora, PubMatic, Sonobi, Tremor Video, and Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, it develops technical standards and best practices. IAB and the IAB Education Foundation are committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a San Francisco office.