Professional Title and Current Role
Angelina Eng serves as the Vice President of the Measurement, Addressability & Data Center (MAD Center) at the Interactive Advertising Bureau (IAB). In this executive capacity, she is responsible for leading the development and establishment of industry standards and guidelines related to advertising measurement, addressability, and data operations across the media and marketing ecosystems. Her role spans collaboration with brands, agencies, technology companies, and media organizations to define and implement best practices for measurement and attribution in digital advertising.
Key Responsibilities and Contributions
- Spearheading the creation and execution of measurement and attribution standards within the advertising technology and media industries.
- Playing a pivotal role in establishing guidelines on data addressability and operational excellence, aimed at increasing the accuracy, accountability, and privacy compliance of marketing measurement frameworks.
- Leading industry efforts in navigating measurement challenges amid evolving privacy regulations and digital landscape shifts, including transitions from traditional viewability metrics toward attention-based approaches.
- Collaborating closely with technical product and operational teams within IAB to bring technical and business standards to market.
- Active participation and leadership in trade associations and industry boards, including membership on the Alliance for Audited Media (AAM) Board of Directors, emphasizing assurance and accountability in advertising measurement.
Industry Experience and Background
- Angelina Eng brings over 30 years of experience in media planning, buying, sales, digital media, and advertising technology.
- Prior to joining IAB, she held senior positions at major firms including Morgan Stanley, Merkle, and Dentsu Aegis, which provided her with a comprehensive perspective spanning account management, media planning, data engineering, and ad operations.
- Since joining IAB in March 2020 as its first-ever VP of Measurement & Attribution, she has been instrumental in advancing the trade association’s leadership in measurement innovation and digital ad ecosystem stewardship.
Education and Location
- Angelina Eng holds a degree in Family and Consumer Sciences from Queens College, City University of New York.
- Based in the New York City Metropolitan Area, she is engaged with industry events and thought leadership forums regionally and nationally.
Notable Recognitions and Industry Impact
- Recognized as a Top Women Honoree in Media & Ad Tech (2025), reflecting her influence and leadership within the digital advertising landscape.
- Previously awarded honors such as AdMonsters Digital Media Power List (2018) and IAB Data Rockstar (2016), underscoring her contributions to digital measurement and analytics.
- Acknowledged as an Industry Impact Honoree for advancing the ad tech ecosystem and supporting efforts to improve measurement rigor and standardization.
- Featured speaker and contributor across prominent forums including the Advertising Research Foundation (ARF), MarTech, and IAB’s own Measurement Leadership Summits, where she addresses topics like data bias, privacy challenges, and future measurement innovation.
Thought Leadership and Public Presence
- Regularly participates in industry panels, podcasts, and interviews discussing the evolution of digital advertising measurement and the implications of privacy and data governance trends.
- Influences the direction of advertising measurement policy and technical standards through her role at IAB, promoting diversified and transparent approaches to measuring campaign effectiveness in a rapidly changing ecosystem.
- Maintains a professional LinkedIn profile: [Angelina Eng - LinkedIn](https://www.linkedin.com/in/angelinaeng).
Angelina Eng’s strategic oversight of measurement and addressability at the IAB places her at the core of ongoing efforts to modernize and standardize digital advertising metrics globally. Her deep industry experience combined with executive leadership and recognized influence creates a critical vantage point on shaping future-proof advertising measurement frameworks in alignment with emergent privacy paradigms and market needs.
