Eng has held senior positions at Morgan Stanley, Merkle and Dentsu Aegis. This is one of the first leadership roles in a major media and marketing trade association dedicated to measurement and attribution.

She will develop and identify standards and practices for the global marketing-media ecosystem, covering brands, agencies, publishers, retailers, and their partners. Eng will be based at IAB’s New York office but will report into Tech Lab.

Eng will work with product and operations teams to bring technical and business standards and solutions to market, advocate for IAB members in cross-industry negotiations, and lead IAB and Tech Lab engagements with relevant trade bodies for consistent measurement and attribution practices across the industry.

With Eng heading the IAB measurement & attribution committee, the group will inform Project Rearc, IAB Tech Lab’s open measurement programme to harmonise privacy, personalisation and community.

David Cohen, president, IAB said: "Business leaders at every company need clear, practical explanations to understand and make critical decisions about deeply technical functions. Angelina has been that bridge and helped to define, build and manage digital media and marketing efforts for hundreds of brands throughout her career."