irs program accomplishments · form 990 part iii · fy2024
What they reported doing
- #1 primary $0Our in-person advocacy at industry forums and conferences is the second-largest program at VAB. Our senior-most executives habitually frequent the speaker stages at customer-facing conferences in both major cities and smaller ad marketplaces throughout the US. As featured speakers and/or discussion panel moderators, top VAB execs take the VAB insights directly to the VAB customers. (marketers, advertisers & their agencies)
- #2 $0Attaining press coverage for the VAB-created insights/research is our third-largest program at VAB. Both hard-copy and electronic forms of press coverage is sought across a wide range of press outlets including: Advertising, Marketing & Media press, Digital Advertising and Tech Press, General Business press, Research & Insights press, plus Sports press and Entertainment press.
named programs · 4 · from sources
What they call their work
Measurement Innovation Series
Educational webinar series covering modern advertising measurement, attribution, outcomes, and data-driven strategies for marketers
Spotlight on Streaming
Executive roundtable series focused on streaming trends, innovations, and strategies for marketers in convergent TV and CTV environments
The State of TV Measurement
Annual executive leadership roundtable series providing insights on TV measurement trends, accountability, and business outcomes in the evolving video ecosystem
VAB Press Center
Produces and distributes research reports, press releases, and analyses on topics including ad fraud, data privacy, Gen Z behavior, and cross-platform measurement
activities · 4 groups
What they do
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Industry Research and Benchmarking 2 activities
- Conducts original research on video advertising trends and measurementProduces industry-exclusive, data-driven research to address unresolved marketing questions, including analysis of video consumption across devices, connected TV behaviors, Gen Z media habits, and the business impact of TV advertising. Research is grounded in transparent data sources and includes detailed source lines and actionable takeaways for marketers.
- Provides educational resources on advertising measurement and best practicesOffers glossaries, best practices, case studies, and client-ready research produced by analysts with agency backgrounds to build industry capacity in modern advertising measurement and transparency.
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Open Research Infrastructure & Publishing 1 activity
- Distributes research and data insights through digital platforms and publicationsMaintains an Insights library and thematic research hubs offering downloadable charts, reports, and unrestricted access to over 150 research pieces for members. Provides immediate access to findings on topics such as streaming, attribution, and measurement innovation.
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Professional Conference & Symposium Organization 1 activity
- Hosts executive roundtables and webinars on TV measurement and media strategyOrganizes the annual Executive Leadership Roundtable Series on TV measurement (marking its 5th anniversary in 2026), hosts the State of TV Measurement 2026 roundtable series, and produces webinars that share case studies and consumer insights on topics like women’s sports marketing and first-to-market advertising strategies.
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Uncategorized 3 activities
- Advocates for transparency and modernization in TV and digital video measurementEstablished the VAB Measurement Innovation Task Force in 2021 to advance accuracy and transparency in TV measurement. Advocates for consistent accountability standards across digital walled gardens and conducts advocacy through senior executive participation in panels at major industry forums and conferences.
- Publishes commentary and perspectives on advertising industry issuesOperates the VAB Voices blog to publish commentary and viewpoints on key advertising topics, including ad fraud, measurement reform, and media strategy innovation.
- Quantifies undercounted ad impressions and lost inventory due to measurement gapsRe-processed measurement data to identify 54 billion previously uncounted ad impressions, including 12 billion Black and 10.5 billion Hispanic impressions, and quantified $690 million in lost ad inventory caused by measurement undercounting.
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financials · form 990 · fy2024
revenue
Total revenue$8.41M
Contributions & grants$00%
Program service revenue$8.29M99%
Investment income$104K1%
Other revenue$21K
expenses
Total expenses$8.76M
Program expenses—
Admin / overhead—
Fundraising—
Salaries & benefits$5.90M
Grants paid out$0
Largest expense lineCompensation
balance sheet
Total assets$8.14M
Cash$5.52M
Investments$0
Liabilities$6.51M
Net assets$1.62M
Liquid reserves7.6 mo
5 years on record · 2020–2024 · YoY revenue +1.7%
leadership · form 990 part vii · fy2024
Who runs it
paid leadership · 11
| Name | Title | Hours/wk | Compensation |
|---|---|---|---|
| SEAN CUNNINGHAM | PRESIDENT & CEO | 40 | $1.47M |
| DANIELLE DELAURO | EXECUTIVE VICE PRESIDENT | 40 | $884K |
| JASON WIESE | SVP DIRECTOR OF STRATEGIC INSIGHTS | 40 | $494K |
| MARIANNE VITA | SVP, DIRECTOR OF INTEGRATED STRATEGY & MARKETING | 40 | $406K |
| BENJAMIN VANDEGRIFT | VP MEASUREMENT SOLUTIONS | 40 | $292K |
| NELLIE CHUNG | VP, MARKETING & PARTNERSHIPS | 40 | $269K |
| Kailyn Hartmann | Vice President, Advanced Analytics & Intelligence | 40 | $236K |
| CORRIE KATCHER | VP, BUSINESS DEVELOPMENT | 40 | $231K |
| LEAH MONTNER-DIXON | ASSOCIATE INSIGHTS DIRECTOR | 40 | $188K |
| REED KIELY | ASSOCIATE INSIGHTS DIRECTOR | 40 | $180K |
| ROZINA MANNAN | DIRECTOR OF BUSINESS SOLUTIONS | 40 | $169K |
board members · 14
- AMY LEIFER — DIRECTOR
- ART SAMUEL — DIRECTOR
- BRIAN NORRIS — DIRECTOR
- CHRISTINE MARTINO — DIRECTOR (As of Mar 2024)
- DAN TEMPLIN — DIRECTOR (Through Apr 2024)
- DAVID KLINE — SECRETARY
- DONNA SPECIALE — DIRECTOR
- ED GEORGER — DIRECTOR
- JAMES ROOKE — DIRECTOR
- JASON MALAMUD — TREASURER
- JO ANN ROSS — DIRECTOR
- JOHN HALLEY — DIRECTOR
- JOHN ZACCARIO — DIRECTOR
- JON STEINLAUF — DIRECTOR
relationships · 32
Who they work with
- AdAge Partner — Featured in AdAge for analysis on TV measurement changes ahead of the 2026 upfronts.
- Adalytics Partner — Collaborates to disseminate research findings on digital ad fraud, particularly related to Google/YouTube.
- Blockgraph Partner — Co-hosts webinar on demystifying clean rooms for TV advertising.
- Cablefax Partner — Featured in Cablefax discussing challenges to traditional TV measurement systems.
- Cinema advertising companies Network — Member organization within the VAB's network of video advertising stakeholders
- Comcast Partner — Co-hosts webinar on how TV supercharges social campaigns for emerging brands.
- Horizon Media Partner — Industry partner represented by David Campanelli, EVP Chief Investment Officer, who endorsed the Task Force's work on measurement transformation.
- MRI-Simmons Partner — Collaborates on research and webinars related to consumer insights in women’s sports marketing.
- MRI-Simmons Partner — Collaborates on webinars about consumer insights, audience strategies, and women's sports marketing.
- MediaScience Partner — Co-hosts webinar on using biometric data to optimize political messaging.
- Nielsen Partner — Collaborates on insights related to changes in currency measurement systems for television and video advertising.
- OpenAP Partner — Collaborates with OpenAP on the XPm cross-platform measurement framework for multiscreen TV.
- Our Board of Directors Partner — Comprised of top advertising professionals who guide the organization's mission and strategy
- Possible 2026 Partner — Cosponsors and participates in an annual event focused on media, technology, and advertising innovation.
- Premion Partner — Partners on webinar discussing 2024 CTV advertiser priorities.
- Puck Partner — Provided insights to Puck on the trustworthiness of Nielsen's Gauge measurement.
- RTI (Reti Televisive Italiane) Partner — RTI is a new member of the VAB, representing MFE (Media For Europe) in the video advertising ecosystem.
- TV distributors Network — Member organization within the VAB's network of video advertising stakeholders
- TV networks Network — Member organization within the VAB's network of video advertising stakeholders
- TVOT Montreal Partner — Collaborates on panel discussions related to media innovation and measurement strategy.
- Tatari Partner — Collaborates on webinar presenting case studies on how TV advertising grows brands.
- The Wrap Partner — Quoted in The Wrap regarding Nielsen's Gauge measurement changes.
- U.S. Joint Industry Committee Coalition — Collaborates with the U.S. Joint Industry Committee on cross-platform video measurement standards and certification.
- U.S. Joint Industry Committee Partner — Collaborates with the U.S. Joint Industry Committee on Guidelines for Transactability for the 2025–2026 Broadcast Season.
- VAB members Network — Community of media professionals who access VAB insights, connections, and resources.
- Variety Partner — Cited in Variety for commentary on the delay of Nielsen's Gauge measurement system.
- VideoAmp Partner — Partners on webinars about data and technology approaches to advertising measurement.
- advertisers Partner — Customer and engagement partner group receiving VAB research and insights
- agencies Partner — Customer and engagement partner group receiving VAB research and insights
- industry organizations Network — Member organizations collaborating with VAB to shape industry standards and practices.
+ 2 more
strategies · 5
How they approach the work
Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.
- Collaborative Industry Intelligence for Comprehensive Knowledgemethodology: collaborative_intelligenceBy leveraging cross-sector relationships and member collaboration in research development, the organization produces more relevant, credible, and actionable insights because collective expertise strengthens the validity and applicability of findings.
- Data-Driven Insights to Inform Marketing Decisionsmethodology: data_driven_insightsBy generating research and insights from transparent, high-quality data, the organization enables marketers to make informed media investment decisions, close knowledge gaps, and improve business outcomes because data provides a factual foundation for strategy.
- Full Transparency as a Foundation for Trust and Premium Inventorymethodology: full_transparency_trustBy establishing full transparency in ad placement and audience measurement, the organization defines and promotes premium video advertising inventory because transparency builds trust, reduces risk, and increases advertiser confidence in media quality.
- One Audience Strategy for Unified Cross-Platform Targetingmethodology: one_audience_strategyBy integrating fragmented cross-platform audience data into a single, coherent targeting framework, the organization improves campaign effectiveness because unified data enables precise, efficient, and measurable advertising in complex media environments.
- Thought Leadership and Advocacy to Shape Industry Standardsmethodology: thought_leadership_advocacyBy placing executives in public forums and securing media coverage for research, the organization influences industry norms and accelerates adoption of multi-screen advertising because authoritative, visible advocacy shifts perceptions and legitimizes new practices.