The Interactive Advertising Bureau (IAB)—a central authority in shaping the future of digital advertising—has announced a strategic restructuring of its Centers of Excellence (CoE). This move is designed to deliver stronger leadership and accelerate progress across four critical pillars: AI, commerce media, streaming/CTV, and digital measurement.
At the heart of this initiative is the appointment of Cintia Gabilan as Senior Vice President, Centers of Excellence & Industry Initiatives, alongside the onboarding of influential new leaders to spearhead transformation across key media and technology domains.
As the digital landscape grows more fragmented, and the role of AI and immersive media intensifies, IAB is positioning itself as the catalyst for standards, education, and innovation that can help marketers and media owners adapt with agility and foresight.
IAB’s Updated Centers of Excellence and Strategic Leadership Moves
1. Cintia Gabilan Leads Cross-Functional Transformation
- Appointed as SVP, Centers of Excellence & Industry Initiatives.
- Oversees four core CoEs:
- IAB Experience Center
- IAB Media Center
- IAB Measurement, Addressability & Data (MAD) Center
- IAB Professional Development and Education Center (PDEC)
- Coordinates IAB’s AI initiatives and reports to EVP, Chief Industry Growth Officer, Sheryl Goldstein.
2. Collin Colburn – VP, Commerce
- Formerly with Forrester and Night Market (Horizon Media’s commerce agency).
- Leads the IAB Commerce Board and Connected Commerce Summit (Sept 9, 2025).
- Focus areas:
- Retail and commerce media maturity
- Standardization and operational efficiency
- Proving media incrementality in omnichannel strategies
3. Jamie Finstein – VP, Media Center
- Veteran of WPP Media, with 15+ years in digital strategy.
- Leads advancement in:
- CTV, digital video, and audio programmatic innovation
- Digital Out-of-Home (DOOH) standardization
- Brand safety and AI-driven fraud prevention
- Oversees:
- IAB Audio and Video Boards
- IAB Video Leadership Summit (July 14–15)
- IAB Podcast Upfront (Sept 30) and NewFronts
4. Jason Adamski & Matt Shapo – Directors, Media Center
- Jason Adamski (ex-Ferrero, PepsiCo): Focuses on video and DOOH standardization, advanced planning, and full-funnel measurement.
- Matt Shapo: Leads audio education and contextual targeting initiatives, heads the Ecosystem Health Initiative, and champions sustainable, ad-supported news media.
5. Caroline Giegerich – VP, AI
- Previously held innovation leadership roles at HBO, Warner Music, and MediaLink.
- Tasked with building the IAB AI Roadmap, including:
- Industry-wide AI best practices
- Scalable, responsible AI use
- Tools that promote trust across all ad tech stakeholders
6. Angelina Eng – VP, MAD Center & CoE Operations
- Continues to lead Measurement, Addressability & Data Center (MAD).
- Oversees cross-CoE operations to improve collaboration and workflow efficiency.
- Leads the IAB Measurement Leadership Summit (July 15–16).
7. Zoe Soon – VP, IAB Experience Center
- Expands oversight to include the Creator Economy Board and gaming innovation.
- Drives programming for events like IAB PlayFronts, elevating influencer and gaming marketing.
8. Matthew Renne – VP, Professional Development & Education Center (PDEC)
- Focuses on training digital professionals across media, marketing, and tech.
- Builds curriculum and certification programs that prepare the workforce for industry shifts in AI, data, and platform evolution.
Building the Blueprint for the Future of Digital Media
With the digital advertising industry at a major inflection point—driven by AI, retail media, streaming content, and first-party data challenges—IAB’s strengthened Centers of Excellence will act as beacons of clarity and innovation. By appointing leaders with both strategic vision and hands-on experience, IAB is ensuring its members are not only prepared for change but are empowered to lead it.
From shaping responsible AI use and redefining omnichannel video to maturing commerce media and elevating the creator economy, the IAB’s renewed leadership team is establishing a collaborative framework for industry-wide transformation.
