Zoe Soon — VP, Experience Center at IAB

Zoe Soon has been appointed as Vice President of the Experience Center at the Interactive Advertising Bureau (IAB), the leading trade association for the digital media and advertising industry. This appointment is part of a broader organizational restructuring in which IAB updated its Centers of Excellence and expanded its leadership team to accelerate industry innovation. The Experience Center focuses on emerging consumer experience formats and technologies, including areas such as augmented reality, virtual reality, gaming, and immersive media advertising standards.

This leadership appointment signals IAB's continued commitment to developing standards and best practices for emerging and immersive advertising experiences, which are becoming increasingly important as brands explore new consumer touchpoints beyond traditional display and video. Zoe Soon's role will likely influence how the industry approaches measurement, creative standards, and policy for next-generation ad formats. As the AdTech ecosystem grapples with the convergence of gaming, AR/VR, and connected experiences, having dedicated leadership at IAB's Experience Center could accelerate the development of industry-wide guidelines that help brands, agencies, and publishers navigate these formats with greater confidence and consistency.