Jeffrey Bustos

Jeffrey Bustos is a visionary leader at the forefront of the digital advertising industry. As the VP of Measurement, Addressability & Data Center at the IAB, he is responsible for developing groundbreaking industry standards and guides that enable revenue
growth, efficiency, and scale.

Jeffrey is a pioneer in the realm of Retail Media and Commerce, having hosted the highly acclaimed Connected Commerce event for two consecutive years. His passion for innovation extends far beyond this domain, as he spearheads critical initiatives such as the
Retail Media Buyers Guide, Retail Media Measurement Standards, Data Bias and Modeling, and Data Clean Rooms.

Notably, Jeffrey is dedicated to minimizing data bias in AI through his leadership on the Minimizing Data Bias in AI (Part II) Framework. This forward-thinking initiative aims to establish robust guidelines and best practices to ensure AI systems operate with
fairness, transparency, and accountability. Additionally, he is a driving force behind the development of the Generative AI Framework White Paper, which explores the immense potential of automation and personalization in AI machine learning and large language
models (LLMs) for measurement best practices.

As a true thought-leader, Jeffrey’s unwavering commitment to innovation and industry advancement is evident in every aspect of his work. His insights and expertise are invaluable in shaping the future of digital advertising, ensuring that it remains a powerful
and sustainable force in the 21st century.