Tiffith (pictured) will report to IAB chief executive David Cohen and will advocate for the organisation’s members on issues such as consumer privacy, data security, global trade and international data transfer rules.

In his new role, Tiffith will also lead the IAB’s public policy council, which is its legislative and regulatory advisory group, as well as supporting IAB Tech Lab on technical development and best practice.

Prior to joining the IAB, Tiffith was senior manager, public policy, at Amazon, where he managed issues related to advertising, privacy, security, data governance and consumer protection.

Before Amazon, Tiffith worked as senior counsel to Kamala Harris – currently vice-president of the US – during her time in the US senate.

Tiffith has also worked as counsel to US senator Dianne Feinstein, and practiced at international law firms Kirkland & Ellis LLP and O’Melveny & Myers LLP and the US Department of Justice.

Cohen said: “With fewer organisations advocating for a free and open ad-supported internet, IAB’s role on Capitol Hill is even more critical.

“With his Capitol Hill and private sector expertise, Lartease will help advance IAB’s goal of keeping digital marketing and media free, open and safe.”

The IAB has also named Brendan Thomas as vice-president, public policy communications.

Thomas was most recently vice-president communications for the Plastics Industry Association, and has also led media operations for members of the US House of Representatives.

Cohen said: “Adding Brendan to our team adds even more depth, expertise, and perspective to IAB’s legislative efforts.

“We expect 2022 to be an important year, and we will be fully ready to help ensure that industry growth and predictable consumer privacy are on top of the policy agenda.”