What does IAB stand for in the context of digital media?

The correct answer is Interactive Advertising Bureau. This organization plays a significant role in the digital media landscape by providing guidance, standards, and best practices for digital advertising. Founded in 1996, the IAB focuses on helping brands, agencies, and publishers navigate the complexities of digital media. It works to promote the growth of the interactive advertising industry through education, research, and advocacy.

The term "Interactive" highlights the emphasis on engagement and the dynamic nature of online advertising, distinguishing it from traditional advertising approaches. The IAB develops industry standards, conducts research, and offers training to ensure that its members are equipped to adapt to changes in technology and consumer behavior in the digital space. This focus on interactivity is crucial, as modern advertising increasingly relies on creating engaging experiences for users, setting the foundation for effective digital marketing strategies.