Alvarez & Marsal to Serve as Advisors to the Interactive Advertising Bureau on AI-Driven Initiatives and Industry Guidance for the Media Sector

NEW YORK, April 29, 2025 – Alvarez & Marsal (A&M), a leading global professional services firm, is proud to serve as a strategic advisor to the Interactive Advertising Bureau (IAB) in addressing the rapidly growing role of AI in digital advertising.

The IAB is set to lead the charge in developing AI-driven initiatives and providing industry guidance. Partnering with IAB, A&M’s Media & Entertainment (M&E) group will take on the role of AI Consultants in Residence, offering specialized advisory expertise in critical areas such as the impact of AI on media buying, the development of industry standards, and business transformation strategies. This collaboration will prioritize key focus areas aligned with the IAB’s core board of directors, including Addressability & Measurement, Commerce, Converged Video, and the Creative Economy - areas where AI is already driving fundamental change. Together, IAB and A&M aim to foster innovation and promote ethical and responsible engagement between brands and consumers.

“We’re still in the early, uncharted days of AI,” said, Sheryl Goldstein, IAB’s Executive Vice President, Chief Industry Growth Officer. “This is a pivotal moment to provide marketers with a foundation of industry-accepted approaches and practices for optimizing, integrating, and scaling campaigns. Through our AI Consultants in Residency Program, A&M will collaborate with us to develop a comprehensive roadmap, formalizing the rules, governance, and guidance needed to ensure AI is used both ethically and efficiently.” 

Peri Shamsai, A&M Managing Director and M&E Practice Leader, stated, “Our advisory work with IAB reflects A&M’s commitment to driving transformational change through innovation and the firm’s results-driven approach. By helping to shape AI-driven initiatives, we’re creating a shared foundation from which media companies, advertising agencies, and brands can harness AI’s power in ways we’ve only just begun to imagine. This collaboration represents a pivotal step in the industry’s journey toward achieving greater efficiencies through shared expertise and collective knowledge.”

Sonia V. Gupta, A&M Managing Director and M&E Data and AI Lead, added, “A&M and IAB share a mutual commitment to unlocking value and opportunities through AI. We are excited to collaborate with IAB to address the evolving needs of digital advertisers as they continue to deliver tailored, innovative solutions for their clients.”

About Alvarez & Marsal

Founded in 1983, Alvarez & Marsal is a leading global professional services firm. Renowned for its leadership, action and results, Alvarez & Marsal provides advisory, business performance improvement and turnaround management services, delivering practical solutions to address clients' unique challenges. With a world-wide network of experienced operators, world-class consultants, former regulators and industry authorities, Alvarez & Marsal helps corporates, boards, private equity firms, law firms and government agencies drive transformation, mitigate risk and unlock value at every stage of growth.

To learn more, visit: AlvarezandMarsal.com

About IAB

The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.

CONTACT: Sandra Sokoloff, Senior Director of Global Public Relations, Alvarez & Marsal, +1 212-763-9853