NEW YORK--(BUSINESS WIRE)--IAB, the national trade association for the digital media and marketing industries, has named Scott Schiller as one of the trade group's Executives-in-Residence. Former Chairman of the IAB Board of Directors, and one of the organization's co-founders, Schiller is a digital media and marketing pioneer who most recently served as Executive Vice President and General Manager at Comcast NBCUniversal. In that role, he was a catalyst for change, helping propel the company into its digital future, specifically through the development of full-episode video, original digital content creation, and Fandango’s business.
Schiller will provide IAB with strategic guidance, so it can strengthen its support of the needs of its members as they adapt to the rapid business changes originating from the new direct brand economy. Schiller will work with IAB's management team on market-facing strategies that include research, thought leadership, training, and connecting marketers with publishers to drive industry growth.
"Scott is a visionary in this business and an educator, and we are thrilled to have him dedicating his perspective, proficiency, and time to our initiatives, especially during this period of great change for the industry," said Randall Rothenberg, CEO, IAB. "He has long been a friend and supporter of the IAB, and this position brings him closer than ever to our efforts to help all businesses adapt to the new demands driven by the direct-to-consumer revolution."
"I am excited to continue working closely with the IAB," said Schiller. "This industry Is moving into its next major evolutionary phase, one where brands and consumers have a radically closer relationship than in the past. I'm looking forward to applying my experience to help all businesses adapt to this gargantuan shift."
Schiller has been building digital businesses since 1996, just two years after the first digital advertisement appeared, guiding both publisher brands and their advertising partners to success across periods of acute industry change. He is widely known for his industry leadership and his impact at NBCUniversal's Advertising and Client Partnerships division.
Throughout his career, he has had a hand in many digital advertising firsts. In the 1990s, he was part of the management team at Prodigy Services Company, focused on bringing entertainment to the internet for the first time. Soon after, for SONY Online Entertainment, he established the first digital media business across Sony's music, entertainment, and electronics divisions. During the early days of The Walt Disney Internet Group, he created multi-brand advertising and e-commerce sponsorship businesses across all Disney divisions, then a nascent notion in the industry. He also played an important role in creating AOL Entertainment’s first branded offerings.
Schiller has long been an active leader at IAB. He co-founded the trade organization, guiding its work as the 2018 Chairman of the Board and as a board member for many years prior. Schiller also established the IAB's Digital Media Sales Certification program.
Schiller is the fourth industry leader to be invited to participate in the IAB In-Residence program. The former In-Residence executives are Peter Naylor, currently Senior Vice President, Advertising Sales, Hulu; John Frelinghuysen, digital video marketing leader and former Executive Vice President for Digital Media at Disney/ABC Television; and Jim Norton, currently Chief Revenue Officer, Dosh.
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.