VAB (Video Advertising Bureau)

Leading US trade association representing premium video and TV advertising, serving as the primary research and advocacy body for the video advertising industry

The Video Advertising Bureau (VAB) is a US-based trade association representing the premium video advertising ecosystem, including broadcast and cable television networks, streaming platforms, and digital video publishers. Founded to promote the value of TV and video advertising, VAB serves as a central resource for marketers, agencies, and media companies seeking data-driven insights on video's effectiveness as an advertising medium. Its membership includes major media companies such as NBCUniversal, Disney, WarnerMedia, and other leading video content providers. VAB produces extensive original research, industry reports, and thought leadership content designed to demonstrate the business impact of premium video advertising. Its work spans audience measurement, brand safety, cross-platform video effectiveness, and competitive analysis against digital-only platforms. The organization also hosts industry events, webinars, and forums that bring together advertisers, agencies, and media owners to discuss trends and best practices in video advertising. In the broader AdTech and media ecosystem, VAB plays a significant advocacy role, particularly as the industry navigates the convergence of linear TV and streaming (CTV/OTT). The bureau actively counters narratives that undervalue traditional and premium video advertising relative to social and digital platforms, positioning itself as a credible, research-backed voice for the video advertising community. It is a key counterpart to organizations like the IAB and 4A's in shaping industry standards and advertiser confidence.