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Greg Stuart
President & CEO, Interactive Advertising Bureau
Author of What Sticks
Greg Stuart is the CEO & President of the
Interactive Advertising Bureau (IAB), the leading
association for the interactive advertising and
marketing industry. Greg led the Interactive
industry from $6 billion to $16 billion in advertising
revenue and oversaw the growth of the IAB from 30
members to 300 and a 600% increase in budget. The IAB’s
members include AOL, CNET Networks, Google, Forbes.com,
MSN, Walt Disney Internet Group, Yahoo! and other
interactive leaders.
At IAB, Greg led the landmark
Cross Media Optimization Study (XMOS) series into the
largest overall advertising industry research project
behind leading brands (McDonalds, Ford, Colgate, ING &
others). He also led an international consortium
developing the world’s first Global Online Ad
Measurement and Audit Guidelines, which is impacting the
way all media are measured. He also is leading a
consortium to develop the guidelines for Global Click
Measurement to address at an industry level Click Fraud.
This was made possible by his raising $5.8 million in
funding to revitalize the IAB and the industry in 2002.
Greg has over 2 decades of marketing, advertising and
media experience. Prior to the IAB he served as CEO &
President of DeltaClick, Inc., an advertising technology
company in San Francisco, as part of his role as Venture
Partner at iMinds Ventures. He has held executive
positions at Flycast Communications, Cars.com and @webrite,
inc., his New York-based marketing and business
development services firm that helped AOL, Sony Online,
Dentsu and others navigate the early digital age.
Greg began his interactive career as Senior Vice
President/GM of the Interactive Marketing Division at
Young & Rubicam’s direct marketing agency subsidiary,
Wunderman, in New York. Before that he spent a decade
with a number of major New York advertising agencies in
Media strategy roles for P&G, American Express, AT&T and
many others.
Greg recently completed a book, What Sticks: Why Most
Advertising Fails and How to Guarantee Yours Succeeds,
which will be released in Fall 2006 by Kaplan
Publishing. What Sticks, with a foreword by Freakonomics
co-Author Steve Levitt, is based on research against $1
billion in advertising spending revealing where
Advertising goes wrong and identifying what the biggest
advertisers don’t know, and what some do know, about how
Advertising really works. It is prescriptive in how a
marketer can guarantee better results at the same
budget.
Greg received a bachelor's degree in Economics from the
University of Washington, Seattle. He lives in
Bridgehampton, NY with his wife Pam, their twin
daughters and son.
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