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Q&A: IAB’s CEO on the Need for Brands to Connect Directly With Consumers

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At February's Interactive Advertising Bureau annual Leadership Meeting, the trade organization's CEO, Randall Rothenberg, opened the three-day event by walking the audience through the history of branding, starting with what he says is the beginning of the consumer economy, Procter & Gamble's Ivory soap, from 1879, and culminating with the term du jour, "direct brand"--the...

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