Hogan will be responsible for the organisation’s research initiatives as well as for developing its media measurement best practices and guidelines.

She has experience in supporting and measuring ad initiatives at companies such as Viacom and Martha Stewart Omnimedia. She has also worked in research and analytics roles in media agencies such as UM and Mindshare.

Randall Rothenberg, CEO, IAB, said: “As the digital media ecosystem grows exponentially and the ‘direct brand economy’ takes hold, marketplace research is more critical than ever. Sue is extraordinarily well-equipped to lead our research efforts, ensuring that our many stakeholders have the insights and tools they need to navigate the shifting landscape.”