VP, Measurement, Addressability & Data Center

Vice President, Measurement, Addressability & Data

New York, NY (Hybrid)

The Interactive Advertising Bureau, a leading industry organization is seeking a strategic and future-facing Vice President to lead its Measurement, Addressability & Data function and help evolve the industry's measurement agenda for what comes next. This role builds on the industry's ongoing work to improve attribution, cross-channel measurement, reporting, and standards. At the same time, it recognizes that the next era of advertising will require measurement to expand beyond legacy questions alone. As advertising, commerce, content, AI, identity, privacy, and consumer behavior continue to change, the industry will need new frameworks for understanding outcomes in fragmented environments, evaluating exposure quality, measuring across emerging channels and surfaces, and turning complex signals into decision-ready intelligence.

In this expanded leadership role, the VP will set the strategic direction and execution agenda across data, measurement, addressability, privacy, identity, and AI-enabled media. The ideal candidate is a strategic operator and industry convener who can translate market complexity into clear priorities, build alignment across diverse stakeholders, and help move the industry from fragmented debate to practical progress.

Key Responsibilities

Strategic and Industry Leadership

Set the future measurement agenda Lead the organizations work to define what measurement needs to become as advertising evolves across streaming, commerce media, retail media, social video, creator environments, gaming, digital out-of-home, audio, AI-driven media, and new consumer interfaces.

Reframe the industry conversation around what measurement must become next Move the market beyond fixing legacy measurement pain points and toward a broader agenda for the future: understanding outcomes in fragmented environments, evaluating exposure quality, measuring across new channels and surfaces, creating decision-ready intelligence, defining confidence levels, and establishing governance for AI-driven insights.

Lead the MAD Center and member councils Direct and facilitate member-driven councils, boards, and committees across measurement, addressability, data, identity, privacy, and AI. Ensure conversations are strategic, productive, and oriented toward actionable industry outputs.

Anticipate market change Identify the forces reshaping advertising and measurement, including signal loss, privacy regulation, commerce media growth, CTV and streaming fragmentation, AI-enabled buying, agentic workflows, new content environments, and evolving consumer behavior.

Develop industry frameworks and guidance Lead the creation of research, white papers, playbooks, best practices, POVs, and frameworks that help the market make sense of emerging measurement challenges and adopt practical solutions.

Define use cases, confidence levels, and governance models Help the industry move beyond debating measurement models in the abstract by clarifying which approaches are fit for which business use cases, what levels of confidence are required, and what governance is needed for responsible decision-making.

Advance AI accountability in measurement Establish industry guidance for transparency, explainability, auditability, and appropriate human oversight in AI-generated insights, models, optimization recommendations, and measurement outputs.

Influence policy and standards Partner with relevant industry bodies to ensure measurement, data, privacy, and addressability work reflects both market needs and regulatory realities.

Cross-Functional Collaboration

Work closely with partner organization Translate business and marketplace needs into actionable technical requirements, standards, services, and implementation guidance. Ensure the MAD Center plays a strong role in identifying where standards are needed and where education, governance, or market alignment may be more appropriate.

Partner across Centers of Excellence Align measurement, data, and addressability priorities with the work of other Centers, including Media, Experience, Commerce, PDEC, Creator Economy, Gaming, Audio, DOOH, and Video. Ensure measurement is not treated as a standalone discipline, but as an enabling layer across the full advertising ecosystem.

Engage members and stakeholders Build trusted relationships with publishers, platforms, agencies, brands, measurement companies, data providers, ad tech, mar tech, and other ecosystem participants. Surface the most urgent market needs and convert member input into clear priorities and practical industry action.

Support member education and capability-building Partner with internal partners to develop workshops, trainings, certifications, and educational programs that help members understand emerging measurement practices, data governance, addressability shifts, AI accountability, and privacy-safe approaches to performance measurement.

Market Impact and Research Initiatives

Lead market-making research Partner with Research to develop studies that clarify where the market is headed, not just where it has been. Research should illuminate emerging buyer needs, readiness gaps, adoption barriers, and the future role of measurement in driving business outcomes.

Create decision-ready intelligence Help the industry move from more reporting to better decision-making. Develop frameworks that help advertisers, publishers, and platforms understand which signals matter, how to interpret them, and how to apply them responsibly across planning, activation, optimization, and measurement.

Simplify the data and measurement supply chain Identify where complexity, opacity, duplication, or lack of interoperability creates friction in the advertising ecosystem. Propose and evangelize solutions that reduce waste, improve accountability, and make measurement more usable for buyers and sellers.

Prepare the market for emerging measurement frontiers Lead organization's thinking on measurement across new and evolving environments, including commerce media, retail media, shoppable video, CTV, FAST, creator content, gaming, AI-generated media, conversational interfaces, and agentic media buying.

Operational Leadership

Translate vision into roadmaps Convert the future measurement agenda into clear workstreams, priorities, timelines, deliverables, and success metrics.

Drive change management across the industry Guide members through complex and often contentious transitions. Build consensus where possible, clarify trade-offs where necessary, and keep the industry focused on practical progress.

Lead disciplined program execution Apply strong project and program management practices across councils, research, standards collaboration, events, education, and member outputs.

Use data to prioritize impact Leverage market research, member feedback, adoption signals, and performance indicators to determine which initiatives matter most and where the organization can have the greatest influence.

Manage resources effectively Oversee budgets, sponsorship opportunities, revenue-related initiatives, and resource allocation to ensure the center is focused on high-value work with clear market relevance.

Strengthen Center of Excellence operations Establish scalable operating practices across the Organization Centers of Excellence, including consistent planning processes, member engagement models, council governance, project tracking, and output delivery.

Key Performance Indicators

Industry Alignment and Adoption

Success in this role will be measured by the degree to which the organization helps the market align around practical, future-facing measurement frameworks. KPIs may include increased adoption of organization's guidance, standards, frameworks, and best practices; growth and engagement across relevant councils and boards; and evidence that members are using outputs to guide internal strategy, product development, buying practices, or marketplace conversations.

Market Impact and Thought Leadership

The VP will be accountable for producing high-impact research, POVs, playbooks, and guidance that shape the industry conversation. Success may be measured through member adoption, citations by key industry players, media coverage, speaking opportunities, inclusion in policy or standards discussions, and visible influence on how the market talks about measurement, addressability, data, privacy, and AI.

Future Agenda Development

The role should help the organization become known not only for standards and best practices, but for defining what comes next. KPIs may include the development of new frameworks for emerging measurement frontiers, AI governance, exposure quality, outcome measurement, cross-surface measurement, and decision-ready intelligence.

Operational Excellence

The VP will be expected to improve execution across the Center and broader Centers of Excellence. KPIs may include on-time and on-budget delivery of research, guides, training, events, and committee outputs; improved council planning and governance; faster cycle times for priority initiatives; and stronger visibility into workstreams and resource needs.

Member Satisfaction and Growth

Success will also be measured by member engagement, satisfaction, and growth across critical segments, including publishers, platforms, agencies, brands, ad tech, mar tech, data providers, and measurement companies.

Revenue and Resource Management

The VP will contribute to revenue growth through sponsorships, research initiatives, education, training, events, and other Center-related opportunities. The role will also be responsible for effective budget management and resource allocation.

Requirements and Qualifications

Industry expertise Minimum 10+ years of experience in advertising, media, measurement, data-driven marketing, addressability, identity, privacy, or related fields.

Strategic measurement perspective Deep understanding of the current measurement ecosystem, including attribution, reach and frequency, outcomes, incrementality, MMM, attention, identity, CTV measurement, retail and commerce media measurement, and cross-platform challenges. The ideal candidate must also be able to look beyond current pain points and anticipate what the market will need next.