NEW YORK – May 19, 2022 – Interactive Advertising Bureau CEO David Cohen released the following response to the Competition and Transparency in Digital Advertising Act introduced today in the U.S. Senate, which would bar digital advertising companies from providing both ad-buying and ad-selling technology, as well as online exchanges facilitating those transactions:
“This legislation is intended to punish a few companies, but the effects would reverberate across the digital economy, affecting advertisers large and small as well as the American public. The unintended consequences would be devastating to one of the most powerful growth engines of the U.S. economy. The market would lose the scale and precision the internet offers, ad costs would rise, and growth opportunities for brands and publishers would disappear. Small businesses and content creators across the country wouldn’t exist without integrated technologies helping them to attract and retain customers, providing them with products and services. Vital tools that we take for granted like email, search and navigation create value for millions of U.S. consumers every day and are under threat with this proposal.
“The bill also ignores one of the fastest-growing, competitive sectors of the market where media distribution, retail media networks and other companies offer ad-buying and selling services. It threatens investment pouring into these new technologies, including streaming video, and would reverse decades of effort to simplify and streamline the digital supply chain to save Americans time and money. Before dismantling online infrastructure that supports almost every other industry, Congress needs to consider the consequences not only for the advertising industry, but also the U.S. economy.”
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad 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, IAB develops technical standards and solutions. IAB is 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., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.