IAB Switzerland establishes Metaverse working group

IAB Switzerland wants to bring the Metaverse to life and launches the new "Metaverse Working Group". Mark E. Forster takes over the leadership of the group.

Due to the rapid development of the Metaverse and after discussions with their sister associations in Europe, the IAB Switzerland association has decided to consolidate the developments around the Metaverse that are relevant for the different stakeholders of the association in a new working group.

The newly created working group will be headed by Mark E. Forster, founder of Adello and GeoCTRL. In close cooperation with the German sister association Bundesverband Digitale Wirtschaft, the various complex topics are to be classified and communicated in a way that is comprehensible to the relevant market participants. Forster's involvement in the U.S., Asia and Europe offers an ideal starting point for picking up on relevant developments at an early stage and establishing contacts with solution providers and agencies, according to the IAB. This would enable the association to provide competent information on the topic and also to organize courses and events. The working group is being launched in cooperation with GroupM, which is represented by Irina Lim Svensson, Strategy Lead at Wavemaker, and Edwina Gscheidle, Head of Operations, and Alexander Schmitt, Managing Partner at OMD.

"For the IAB and its members, the Metaverse is a core issue for the coming years. At the same time, it is complex. Accordingly, we wanted to gain a proven expert for it," says Urs Flückiger, Managing Director of IAB Switzerland. "Since Mark has always been involved with new trends in the technology sector and his company Adello picked up on the topic very early on, it was important for us to win him over for this. As he rightly says, mobile is not the end of the story - he will complement the previous mobile department, also headed by him, with the Metaverse and transform it in perspective."

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