The Interactive Advertising Bureau announced two initiatives this week - an office in Washington and a new magazine for marketers. The DC office will deal with regulatory matters, legislative affairs and public policy initiatives that affect the Interactive advertising industry. The magazine will serve to educate interactive marketers about various platforms.

The IAB has appointed Mike Zaneis, 33, to the new post of vice-president of public policy. He comes from the U.S. Chamber of Commerce, where he served as executive director of technology and e-commerce. The IAB's Washington Office will be located at 575 7th St. N.W., in the historic Terrell Place Building.

"The Interactive media industry is committed to striking the right balance between consumer protection and a consumer's free online access to information and entertainment," said Randall Rothenberg, IAB president and CEO of the Interactive Advertising Bureau.
 
Jim Spanfeller, IAB Board chairman and CEO and president of Forbes.com, said "a full-time presence in D.C. enables the association to best address all policy and regulatory issues affecting the Interactive industry both domestically and abroad."

MIXX Mag

The IAB also announced the first issue (PDF) of its new magazine - named MIXX (Marketing and Interactive Excellence) - which is intended to provide marketers and agencies with interactive advertising primers for various platforms, including mobile, digital video, display, search, user generated content, email, gaming, lead generation and local.

The IAB and AdWeek have partnered to produce the MIXX magazine supplement with the help of Media Ventures Inc, a custom publisher. Each MIXX issue will build on the work of the IAB committees, highlighting a specific sector of the interactive advertising industry.

The supplements will include an overview of each platform's impact on the future of advertising; a closer look at major advertisers that have used the medium successfully; insights on winning executional tactics and techniques; and the latest research on the platform's effectiveness. The series kicks off with Mobile: Marketing in the Palm of your Hand.

"The goal of MIXX Magazine is to provide a real resource to marketers and agencies on how they can best leverage the diverse capabilities and benefits of Interactive," said Sheryl Draizen, SVP and General Manager of the IAB. "As advertisers continue to embrace and allocate additional dollars to all forms of interactive, it is incumbent upon us to clearly articulate and showcase the true power of the medium."

The first edition of MIXX Magazine will be published in the 2/19/07 issues of AdWeek, BrandWeek and MediaWeek and online at their corresponding websites and on www.iab.net.