Elkington, a former managing director of the National Online Recruitment Audience Survey, will be responsible for leading the IAB's research initiatives, including the biannual online advertising expenditure study.
He will also lead studies into the effectiveness of digital channels such as mobile, video and social media. He will further be involved in the January launch of the UK Online Measurement Company - a single online media measurement currency - and will be responsible for ensuring the trade body produces the right research for its members and marketers.
Elkington was previously managing director of Enhance Media, where he launched and managed the National Online Recruitment Audience Survey, as well delivering projects for clients including E.ON, Diageo and Sainsbury's.
Prior to Enhance Media, Elkington was the head of research at Workthing.com and began his research experience working on The Guardian and Guardian Unlimited brands.
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