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What Is This & Why Does This Matter: The IAB

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What Is the IAB?  

The Interactive Advertising Bureau, or IAB, is comprised of more than 650 leading media companies, brands, and technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns.

The IAB represents the foremost expertise in digital advertising. They provide their members with access to innovative research produced by their four internal organizations: the IAB Tech Lab, Mobile Marketing Center, Digital Video Center, and Data Center. 

Since 1996, the IAB has funded critical research on interactive advertising, as well as educated brands, agencies, and the larger business community on the importance of digital marketing.

Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers.

Why does the IAB Matter?

With Vana developing the first ever rule book for cannabis advertising and the IAB  pioneering the future of marketing in the digital landscape, it becomes more important than ever for your business to be aware of what is going on. At Vana, we take this work very seriously and partner closely with the IAB to define what compliant cannabis advertising is.

The IAB comes into play as they are the organization that serves the digital advertising community when it comes to remaining compliant.  The IAB Code Of Conduct Program consistently monitor and enforce any sort of misconduct when it comes to advertising online.  The fact is, they are working hard to make sure the rules are being followed for the sake of protecting the online consumer's experience.  

The IAB's involvement in cannabis advertising increases the legitimacy of the cannabis industry and helps break down the stigma surrounding cannabis. This opens up access to mainstream media for cannabis brands and allows them to reach new audiences. 

Connecting with Credible Marketers

Vana’s partnership with the IAB showcases our status as the most trusted name in cannabis marketing. With the help of this powerful, well-respected ally, Vana has been successful in bringing cannabis advertising into mainstream media.

Access to mainstream media is a groundbreaking development in cannabis advertising.  It completely changes how cannabis brands curate their digital marketing strategy and engage canna-curious consumers. Reaching the “moveable-middle” has been nearly impossible in the current landscape, but that’s all about to change. 

Thanks to the recent advancements of marketing technology and CannaTech, mainstream, compliant, digital advertising is possible. The ability to do geographic & demographic targeting when serving banner ads is one prime example on what brands need to do in order to comply with state laws and work with mainstream media publishers.

We have built trust with our partner publishers because of our commitment to meet all applicable legal standards. So, working with Vana cannabis brands can breathe easy knowing their ads will reach their target audience while in full compliance with relevant state law. 

To learn more about the ways Vana can help elevate your brand’s digital advertising, contact us today. 

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Colleen Mitchell

By: Colleen Mitchell

Colleen is a senior at the University of Georgia studying history and political science. After interning with Muncheez over the summer, Colleen joined the marketing team as a Content Specialist. Colleen combines her interest in public policy and marketing to create original content focused on digital cannabis advertising for the Vana Business blog. Outside of work, you can find her hanging out with friends, listening to music, and playing with her two kittens.