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IAB Switzerland Establishes Metaverse Working Group

IAB Switzerland Establishes Metaverse Working Group
By Anja Prosch
Anja Prosch

2 Min

January 30, 2023

The IAB Switzerland intends to make the metaverse tangible and establishes a new "Metaverse" team. The Head of the group will be Mark E. Forster.

Due to the rapid development of the Metaverse, and after discussing this topic with IAB’s sister association in Europe, the IAB Switzerland Association has decided to consolidate the developments around the Metaverse that are relevant for the various stakeholders in a new working group.

The Head of the group will be Mark E. Forster, founder of Adello. His task, with a dedicated working group and in close cooperation with the German sister association the BVDW (Bundesverband Digitale Wirtschaft), is to classify the various, complex topics and to communicate them in a way that is understandable to the relevant market participants. Mark's involvement in the U.S., Asia, and Europe provides an optimal starting point for picking up on relevant developments at an early stage and establishing contacts with solution providers and agencies. This enables the IAB 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.

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