Interactive Advertising Bureau

About IAB

The Interactive Advertising Bureau is an advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry. Each year, IAB holds an Annual Leadership Meeting (ALM), a conference where brand marketers, publishers, and digital media & advertising leaders learn the latest and greatest about the marketing-media value chain and how brands are born, grow, or die in the complex, online economy.

IAB Before Blackthorn

When IAB first discovered Blackthorn, they were using four separate apps –some native to Salesforce, others not– to manage all aspects of ALM. Attendee and conference information was scattered across those platforms, resulting in inconsistent data and extra work for the IAB team. They also wanted to provide a seamless experience for conference attendees that facilitated better communication, planning, and time management.

Why IAB Chose Blackthorn

IAB needed smoother processes and communication for their attendees and event organizers. Blackthorn began building a complete event management experience, 100% native to Salesforce after identifying what IAB needed the most:

IAB’s Success

Blackthorn delivered on its promise with the first launch of the system and customized app in 2016. Since then, Blackthorn and IAB have worked together to improve the app and user experiences. In 2019, IAB, in partnership with Blackthorn, achieved significant milestones:

IAB plans to use only Blackthorn to deliver event experiences not only at the ALM but at all of the events they host throughout each year.

Blackthorn Stack and Features Used

Blackthorn Events – An event management application native to Salesforce. App features include:

Event organizers manage

Connection requests

Push notifications


Blackthorn Payments – A payment management application native to Salesforce. App enables event organizers to:

Watch IAB’s app in action

Reach out to us at to watch a demo, ask questions, and help you get going on a free trial.