IAB Reshapes Leadership Team Across Key Growth Areas, Including Media, AI, And Commerce.

The Interactive Advertising Bureau says it is strengthening its Centers of Excellence with a series of staffing moves to better serve its members and the broader digital media and marketing ecosystem.

As part of this update, Senior VP Cintia Gabilan has been put in charge of all of the Centers of Excellence and industry initiatives for the IAB, a role that will see overseeing the leadership and strategic direction of the IAB Experience Center, IAB Media Center, IAB Measurement, Addressability & Data (MAD) Center, and the IAB Professional Development and Education Center. Gabilan will also coordinate IAB’s cross-functional AI initiatives and reports to Sheryl Goldstein, EVP, Chief Industry Growth Officer.

“This reorganization represents a pivotal step in ensuring IAB continues to deliver best-in-class leadership, resources, and insights to help our members navigate the rapidly evolving media and marketing landscape,” Gabilan said in the announcement.

The IAB has also hired Jamie Finstein as its new VP of the Media Center — the division mostly tied to podcast and audio streaming. She brings over 15 years of digital strategy experience from WPP Media. In her new role, IAB says Finstein will drive advancement across digital audio, CTV, digital video, digital outdoor, and brand safety. Among her missions is to drive audio innovation by enhancing programmatic standards and video ad serving integration.

Finstein will also lead the IAB Audio and Video Boards, as well as key events including the IAB Podcast Upfront, which is set for Sept. 30, as well as IAB NewFronts.

“I’m excited to join IAB at a time when the industry is evolving rapidly and the demand for advancements in standardization is growing,” said Finstein in a statement. “There is a real opportunity to drive meaningful progress — bringing greater consistency, transparency, and innovation to how we create, measure, and improve digital experiences. I look forward to working with our members and partners to drive innovation and build a more unified digital ecosystem.”

The IAB Media Center Directors Matt Shapo and Jason Adamski also remain in place. Shapo leads education and research initiatives, advocating for audio’s unique strengths and promoting collaboration among publishers, tech providers, content creators, and brands to support sustainable, ad-supported media. He also leads the IAB’s Ecosystem Health Initiative, which elevates the value of news-related content and focuses on advancing contextual targeting across all media genres as well as supporting the growth of publishers and the open web. 

Adamski joins IAB after leading media strategy at Ferrero as North American Media Manager, with prior senior media positions at PepsiCo, Accenture, MediaVest, Mullen, and Boston Beer Company. In his role with the IAB Media Center, Adamski oversees video and digital out of home.

The IAB has also hired Caroline Giegerich to serve as VP of AI. She will lead IAB’s AI roadmap by developing tools, resources, and standards that support the responsible and effective use of AI across all corners of the digital advertising industry. With over 20 years of experience in marketing, innovation, and emerging technology, she has held senior roles at HBO, Warner Music Group, MediaLink, and Smashbox Cosmetics. 

“AI is reshaping every aspect of digital advertising, and the industry needs clear guidance to move forward with confidence,” said Giegerich. “As I take on this role, I am eager to help our members understand AI is not just about innovation — it’s about building a foundation the entire ecosystem can trust and build on.”

Collin Colburn has also been hired as VP of Commerce. He will lead the IAB Commerce Board and related initiatives within the broader commerce landscape, including retail media. With prior roles at Forrester and Horizon Media’s commerce agency, Night Market, Colburn is focused on supporting the growing commerce media ecosystem.

“IAB is at the forefront of advancing the maturity of commerce media and focusing on driving consistent, transparent standards across the commerce landscape. It’s exciting to be part of an organization that’s not only shaping the conversation but also building the infrastructure for a more trustworthy and effective digital ecosystem,” Colburn said in the announcement.

As part of IAB’s Centers of Excellence leadership, Zoe Soon, VP of the IAB Experience Center, is also expanding her remit to lead the newly established Creator Economy Board and oversee all creator economy and gaming initiatives, including IAB PlayFronts. And Matthew Renne, VP of the Professional Development and Education Center, will play a key role in equipping digital marketing and media professionals with training and resources.

“The digital advertising industry is evolving faster than ever, and at IAB we’re not reacting to change, we’re driving it,” said Sheryl Goldstein, Executive and Chief Industry Growth Officer of the IAB. “These strategic IAB Center of Excellence hires are a clear investment in the future of digital advertising with a sharp focus on AI, commerce media, the creator economy, streaming video/CTV, and measurement. We are equipping our members to drive innovation, not just respond to it.”