Peter Naylor Named IAB Chairman

NBCU digital sales exec discusses need for proactivity

The Interactive Advertising Bureau has a new chairman.

Peter Naylor, NBCUniversal’s evp of digital media sales, was introduced as the IAB's new chairman today at the organization's annual meeting in Miami Beach, Fla.

Naylor, who joined NBCU when the company acquired his former employer iVillage in 2006, succeeds IDG Communications CEO Bob Carrigan, who assumed the chairmanship this time last year.

A member of the IAB’s board of directors for the past eight years, Naylor delivered a keynote address during the opening of the organization’s South Beach gathering on Sunday evening in which he emphasized the industry’s need to be agenda setting in a medium characterized by constant, volatile change.

"A lot of trade organizations navigate based on the most common denominator approach," Naylor said. "That is, 'Most of our members are doing this, so that’s what we should do.' In this industry, I think it’s about doing the smartest thing, not the most common thing. We need to be proactive and not reactive."

A good example of that philosophy, said Naylor, is the IAB’s involvement in the Making Measurement Make Sense Initiative, which, in conjunction with the American Association of Advertising Agencies and the Association of National Advertisers, is seeking to agree upon common standards for what constitutes an online ad impression and—perhaps more ambitiously—adopting a currency mimicking the traditional GRP.

"That’s a prime example of what I hope to emphasize," Naylor said, crediting IAB president and CEO Randall Rothenberg for his leadership in this arena. "That’s one of the most important initiatives facing the industry because it’s about accelerating spending in the space."

Naylor, as do many of the executives involved in the initiative, believe that while not perfect, GRPs should make the medium easier to buy and understand for big advertisers. That is a priority that will guide many of his other efforts during his run as chairman.

"We have to find simple solutions for this industry,” he said. “Simple doesn’t meant simpleminded. But overall my goal is to make it easier to buy and sell digital media."