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Angelina Eng
💫VP Measurement, Addressability & Data Center, IAB | ~30 years in media planning & buying, thought leadership, AdTech, analytics, ad ops and strategy | Former ad agency & brand marketer executive
Angelina Eng is the Vice President of Measurement, Addressability, and Data Center at the Interactive Advertising Bureau (IAB), a position she has held since February 2020. In this role, she collaborates with various stakeholders in the advertising ecosystem, including advertisers, publishers, and data companies, to address challenges in measurement and attribution in digital media and marketing.12
Professional Background
Eng has extensive experience in digital advertising, having started her career in 1994. Before joining IAB, she served as the Executive Director of Data Marketing Solutions at Morgan Stanley, where she was responsible for designing media performance reports and managing a team of over 30 digital media operations personnel.1 Her previous roles also include positions at Dentsu Aegis Network and Modem Media, where she oversaw media planning and digital campaign implementations for notable clients across various industries.1
Key Contributions
Eng is recognized for her insights into the evolving landscape of digital advertising measurement, particularly in light of privacy concerns and the decline of third-party cookies. She emphasizes the need for standardized metrics across platforms to facilitate better comparisons and insights.2 Eng is also involved in initiatives to enhance transparency and assurance in data practices within the industry, advocating for stronger relationships between buyers and publishers to improve user experiences.2
Industry Impact
Eng's work at IAB includes leading discussions on measurement challenges at industry summits and contributing to reports that guide companies on navigating compliance with evolving privacy regulations. She has been instrumental in promoting collaboration among industry players to develop innovative solutions that address current measurement issues.23
Overall, Angelina Eng's leadership at IAB reflects her commitment to advancing measurement standards and practices in the fast-changing digital advertising environment.


