Observed Signal · Sep 22, 2026 · Market Signal · Source: IAB Europe · Impact: 4/5
IAB Europe Appoints Sonia Carreno as next Chief Executive Officer
IAB Europe, the leading European-level trade association for the digital marketing and advertising ecosystem, announced the appointment of Sonia Carreno as next CEO.
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Integral Ad Science Appoints Lidiane Jones CEO
Integral Ad Science (IAS) announced the immediate appointment of Lidiane Jones as Chief Executive Officer. Jones succeeds Lisa Utzschneider, who led IAS for more than seven years and will remain with the company as Special Advisor to the Board through the end of 2026; Utzschneider will also advise Novacap and its portfolio companies. IAS described the move as part of a comprehensive succession process involving the Board, Novacap, and Utzschneider. Jones brings over two decades of product, technology and AI experience, with prior roles including CEO positions at Bumble and Slack and leadership roles at Salesforce (Executive Vice President and GM of Digital Experiences), Sonos and Microsoft. The company framed the hire as positioning IAS to accelerate AI-driven innovation in media quality, measurement and real-time advertising intelligence.
WPP Commerce Lead: Impressions Counting is Window Shopping
Jason Wescott, global head of commerce solutions at WPP Media, argues that measuring campaign success solely on impressions is akin to a shop owner celebrating foot traffic without knowing if anyone bought anything. He advocates for tying every campaign to business outcomes like store visits, subscriptions, or purchases. Wescott criticizes the industry's obsession with 'cheap digital eyeballs' and warns that AI is oversold as a magic solution when its effectiveness depends on the quality of data fueling it. He highlights the shift away from identity-based tracking due to privacy regulations and browser changes, emphasizing the need for privacy-safe data collaboration and contextual data. He also advises against discounting to hit quarterly targets, as it harms long-term brand equity. Wescott is judging the media category at The Drum Awards Festival.
IAB Europe Launches CTV Measurement Framework & Transparency Principles
IAB Europe has announced the launch of a new CTV measurement framework and transparency principles aimed at standardizing how connected TV advertising is measured and reported in Europe. The initiative seeks to address fragmentation and lack of transparency in CTV ad delivery, providing a unified approach for campaign measurement, viewability, and brand safety. The framework includes guidelines for data usage, audience verification, and reporting standards. IAB Europe emphasizes the importance of aligning with evolving privacy regulations and ensuring that the CTV ad ecosystem operates with greater accountability and trust for advertisers and publishers.
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