Full plate for Stuart as he takes over IAB

Headnote

TRADE GROUP'S LEADER TO FOCUS ON ONLINE AD MEASUREMENT, CONTRACT STANDARDS AND RESEARCH ON OPTIMAL AD SPENDING

Headnote

BtoB

Q & Q I

Greg Stuart, who recently was named president-CEO of the Interactive Advertising Bureau after seven months as interim president, recalls working on marketing campaigns for some of the country's biggest brands, including American Express Co., AT&T Corp. and Procter & Gamble Co. "I spent hundreds of millions of [marketing] dollars, but I didn't have a clue what it was all doing," he said.

As IAB president, Stuart will lead the trade group through changes designed to avoid such uncertainty when marketers consider online advertising. Stuart, who previously worked for Young & Rubicam and Jordan McGrath Case & Partners, takes over the IAB as online advertising is going through severe growing pains. Many pure-play online ad agencies have folded, and others have been gobbled up by traditional shops. CPM rates have fallen through the floor, but Stuart says long-term prospects look bright. He recently talked with BtoB...