©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Near the end of his opening address at the Interactive Advertising Bureau’s Annual Leadership Meeting last month in La Quinta, Calif., newly installed IAB Chairman Bob Carrigan urged his audience of publishers, marketers and agency executives to take a step back and imagine themselves “in a tranquil interactive land that is probably foreign to many people in this room.”
Carrigan, CEO of tech publishing company IDG Communications, continued: “It is a glorious land where the CPMs are always high … where permissions are solid … where targeting is truly vertical and content is truly king. What is this magical land, you ask? It’s the land of b2b. Yes, b2b.”