The move seems designed to improve IAB Europe’s research activities. It will now get its hands on Mediascope Europe and Marketers’ Internet Ad Barometer, two EIAA reports that have become fixtures for online marketers.
EIAA’s executive director Alison Fennah becomes research and marketing VP for the combined organisation. EIAA’s public affairs VP Kimon Zorbas will continue in that role.
The group, which remains named “IAB Europe”, now counts 41 corporate members. Each group has campaigned in recent years on issues including self-regulation on behavioural targeting.