Civic Intelligence

Video Advertising Bureau Inc

EIN 13-3058765 • 501(c)6 • New York, NY

Profile

To Increase demand for multi-screen TV advertising inventory in all its forms, increase the number of advertisers that use the TV ad platforms and strive for ever-higher valuations for all salable ad inventory across the full gamut of multi-screen TV; to inspire marketers to transform their media strategies and buy ever-more multi-screen TV ad inventory in all its forms.

830 Third Avenue 2nd FLNew York, NY 10022

www.thevab.com

Siviq Scores

Precomputed percentiles relative to similar nonprofits. These scores are descriptive rather than judgmental.

Liabilities / Assets

93rd percentile

0.80x

Higher debt load relative to assets than 93% of similar nonprofits.

501(c)6 • $5M-$10M nonprofits • Source year 2024

Liabilities / Revenue

85th percentile

0.77x

Higher debt load relative to revenue than 85% of similar nonprofits.

501(c)6 • $5M-$10M nonprofits • Source year 2024

Net Margin

21st percentile

-4.1%

Higher net margin than 21% of similar nonprofits.

501(c)6 • $5M-$10M nonprofits • Source year 2024

Top Officer Pay

100th percentile

$1,471,541

Higher top officer pay than 100% of similar nonprofits.

Top officer pay equals 17.5% of source-year revenue.

$5M-$10M nonprofits • Source year 2024

Asset Growth

12th percentile

-6.8%

Faster asset growth than 12% of similar nonprofits.

501(c)6 • $5M-$10M nonprofits • Annualized from 2023 to 2024

Revenue Growth

31st percentile

1.7%

Faster revenue growth than 31% of similar nonprofits.

501(c)6 • $5M-$10M nonprofits • Annualized from 2023 to 2024

Assets

Down

$8,137,804

Down $597,893 (-6.8%) from 2023

Liabilities

Down

$6,514,147

Down $248,810 (-3.7%) from 2023

Net Assets

Down

$1,623,657

Down $349,083 (-18%) from 2023

Revenue

Up

$8,414,147

Up $141,559 (+1.7%) from 2023

Expenses

Up

$8,763,230

Up $113,508 (+1.3%) from 2023

Net Income

Up

-$349,083

Up $28,051 (+7.4%) from 2023

Trend Graphs

Balance Sheet Trend

Grouped bars show assets, liabilities, and net assets across loaded filings.

$15M$10M$5.0M$0Assets 2011: $4,147,111Liabilities 2011: $2,087,121Net Assets 2011: $2,059,9902011Assets 2012: $3,077,485Liabilities 2012: $1,000,675Net Assets 2012: $2,076,8102012Assets 2013: $4,225,267Liabilities 2013: $2,135,683Net Assets 2013: $2,089,5842013Assets 2014: $3,843,006Liabilities 2014: $1,922,502Net Assets 2014: $1,920,5042014Assets 2015: $2,865,775Liabilities 2015: $1,116,991Net Assets 2015: $1,748,7842015Assets 2016: $3,788,769Liabilities 2016: $2,046,686Net Assets 2016: $1,742,0832016Assets 2017: $2,915,886Liabilities 2017: $1,402,265Net Assets 2017: $1,513,6212017Assets 2018: $4,078,980Liabilities 2018: $2,992,517Net Assets 2018: $1,086,4632018Assets 2019: $3,969,784Liabilities 2019: $2,694,549Net Assets 2019: $1,275,2352019Assets 2020: $5,907,321Liabilities 2020: $4,362,676Net Assets 2020: $1,544,6452020Assets 2021: $5,863,677Liabilities 2021: $4,570,084Net Assets 2021: $1,293,5932021Assets 2022: $11,164,997Liabilities 2022: $8,815,123Net Assets 2022: $2,349,8742022Assets 2023: $8,735,697Liabilities 2023: $6,762,957Net Assets 2023: $1,972,7402023Assets 2024: $8,137,804Liabilities 2024: $6,514,147Net Assets 2024: $1,623,6572024

Highlighted filing

2024

Assets$8,137,804
Liabilities$6,514,147
Net Assets$1,623,657

Operations Trend

Revenue, expenses, and net income by year, with the latest filing highlighted.

$10M$5.0M$0-$5.0MExpenses 2011: $5,692,2482011Expenses 2012: $6,362,5222012Revenue 2013: $6,146,974Expenses 2013: $6,134,200Net Income 2013: $12,7742013Revenue 2014: $6,397,393Expenses 2014: $6,555,289Net Income 2014: -$157,8962014Revenue 2015: $6,738,048Expenses 2015: $6,869,971Net Income 2015: -$131,9232015Revenue 2016: $6,570,208Expenses 2016: $6,623,172Net Income 2016: -$52,9642016Revenue 2017: $6,520,358Expenses 2017: $6,747,179Net Income 2017: -$226,8212017Revenue 2018: $7,724,351Expenses 2018: $8,151,509Net Income 2018: -$427,1582018Revenue 2019: $7,271,646Expenses 2019: $7,082,874Net Income 2019: $188,7722019Revenue 2020: $7,317,971Expenses 2020: $7,048,561Net Income 2020: $269,4102020Revenue 2021: $6,614,761Expenses 2021: $6,868,209Net Income 2021: -$253,4482021Revenue 2022: $8,807,813Expenses 2022: $7,751,532Net Income 2022: $1,056,2812022Revenue 2023: $8,272,588Expenses 2023: $8,649,722Net Income 2023: -$377,1342023Revenue 2024: $8,414,147Expenses 2024: $8,763,230Net Income 2024: -$349,0832024

Highlighted filing

2024

Revenue$8,414,147
Expenses$8,763,230
Net Income-$349,083

Filings

Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2024Facts available. Structured filing facts are available, but richer extracted sections are limited.$8.14$6.51$1.62$8.41$8.76$0.35
2023Detailed filing. Detailed filing data is available for this year.$8.74$6.76$1.97$8.27$8.65$0.38
2022Detailed filing. Detailed filing data is available for this year.$11.2$8.82$2.35$8.81$7.75$1.06
2021Detailed filing. Detailed filing data is available for this year.$5.86$4.57$1.29$6.61$6.87$0.25
2020Detailed filing. Detailed filing data is available for this year.$5.91$4.36$1.54$7.32$7.05$0.27
2019Detailed filing. Detailed filing data is available for this year.$3.97$2.69$1.28$7.27$7.08$0.19
2018Detailed filing. Detailed filing data is available for this year.$4.08$2.99$1.09$7.72$8.15$0.43
2017Detailed filing. Detailed filing data is available for this year.$2.92$1.40$1.51$6.52$6.75$0.23
2016Detailed filing. Detailed filing data is available for this year.$3.79$2.05$1.74$6.57$6.62$0.05
2015Summary only. Only limited summary data is available for this year.$2.87$1.12$1.75$6.74$6.87$0.13
2014Detailed filing. Detailed filing data is available for this year.$3.84$1.92$1.92$6.40$6.56$0.16
2013Detailed filing. Detailed filing data is available for this year.$4.23$2.14$2.09$6.15$6.13$0.01
2012Facts available. Structured filing facts are available, but richer extracted sections are limited.$3.08$1.00$2.08$6.36
2011Facts available. Structured filing facts are available, but richer extracted sections are limited.$4.15$2.09$2.06$5.69
Latest Filing Detail
Jump To
Filing Snapshot
Filing Period
Jan 1, 2024 to Dec 31, 2024
Signed
Nov 17, 2025
Return Version
2024v5.1
Gross Receipts
$8,414,147
Mission and Program Overview

Mission

To Increase demand for multi-screen TV advertising inventory in all its forms, increase the number of advertisers that use the TV ad platforms and strive for ever-higher valuations for all salable ad inventory across the full gamut of multi-screen TV; to inspire marketers to transform their media strategies and buy ever-more multi-screen TV ad inventory in all its forms.

The Video Advertising Bureau. Inc ("VAB") was incorporated as a not-for-profit trade association to develop and promote multi-screen television as an advertising medium; create and distribute research/insights reports, marketer's guides, videos, infographics, video advertising campaigns and presentations to both its members (TV networks, TV distributors and Cinema advertising companies) and its customers (marketers, advertisers and their agencies) on all advertising-relevant topics in the US video ecosystem.

Balance Sheet Detail
LineBeginningEndChange
Assets
Cash and Non-Interest-Bearing Accounts$5,239,874$5,283,133▲ $43,259
Prepaid Expenses and Deferred Charges$120,463$321,130▲ $200,667
Accounts Receivable$480,922$309,867▼ $171,055
Land, Buildings, and Equipment, Net$355,482$257,409▼ $98,073
Savings and Temporary Cash Investments$234,308$234,308→ $0
Receivable From Disqualified Prsn$0$0→ $0
Receivables From Officers Etc$0$0→ $0
Investments Other Securities$0--
Investments Program Related$0--
Loans From Officers Directors$0$0→ $0
Total Assets$8,735,697$8,137,804▼ $597,893
Other Assets Total$2,304,648$1,731,957▼ $572,691
Liabilities
Deferred Revenue$3,747,694$4,245,670▲ $497,976
Other Liabilities$2,908,889$2,181,923▼ $726,966
Accounts Payable and Accrued Expenses$106,374$86,554▼ $19,820
Unsecured Notes Loans Payable$0--
Total Liabilities$6,762,957$6,514,147▼ $248,810
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$1,972,740$1,623,657▼ $349,083
Total Net Assets Fund Balance$1,972,740$1,623,657▼ $349,083
Total Liabilities and Net Assets / Fund Balance$8,735,697$8,137,804▼ $597,893

Asset Categories

AssetBook ValueDepreciationBasis
Leasehold Improvements$227,898$719,667$947,565
Equipment$14,100$446,432$460,532
Other Land Buildings$15,411$84,873$100,284
Other Assets Org$1,731,957--
Compensation and Service Providers

Employees

NameTitleFull / Part TimeBaseOtherTotal
Sean CunninghamPresident & CEOFT$1,025,075$446,466$1,471,541
Danielle DelauroExecutive Vice PresidentFT$615,631$268,812$884,443
Jason WieseSVP Director of Strategic InsightsFT$361,122$132,612$493,734
Marianne VitaSVP, Director of Integrated Strategy & MarketingFT$294,205$111,847$406,052
Benjamin VandegriftVP Measurement SolutionsFT$223,406$68,181$291,587
Nellie ChungVP, Marketing & PartnershipsFT$188,777$80,592$269,369
Kailyn HartmannVice President, Advanced Analytics & IntelligenceFT$178,275$57,913$236,188
Corrie KatcherVP, Business DevelopmentFT$166,590$64,493$231,083
Leah Montner-dixonAssociate Insights DirectorFT$135,792$52,279$188,071
Reed KielyAssociate Insights DirectorFT$129,277$50,268$179,545
Rozina MannanDirector of Business SolutionsFT$147,039$21,465$168,504

Board Members and Trustees

NameTitle
Mark MarshallChairperson
Amy LeiferDirector
Art SamuelDirector
Brian NorrisDirector
Donna SpecialeDirector
Ed GeorgerDirector
James RookeDirector
Jo Ann RossDirector
John HalleyDirector
John ZaccarioDirector
Jon SteinlaufDirector
Kim KelleherDirector
Lisa ValentinoDirector
Louis CarrDirector
Michael BartoliDirector
Michael StroberDirector
Paul CurranDirector
Peter OlsenDirector
Rita FerroDirector
William AbbottDirector
Michael DeanDIRECTOR (as of Feb 2024)
Christine MartinoDIRECTOR (As of Mar 2024)
Dan TemplinDIRECTOR (Through Apr 2024)
Scott FelensteinDIRECTOR (Through Feb 2024)
Mike ZeiglerDIRECTOR (Through Jan 2024)
Nicolle PangisDIRECTOR (Through Jan 2024)
Marianne GambelliDIRECTOR (Through May 2024)
David KlineSecretary
Jason MalamudTreasurer

Highest Paid Contractors

ContractorServicesLocationCompensation
Your Part Time ControllerAccounting Services1500 WALNUT STREET, SUITE 1200, Philadelphia, PA 19102$181,426
Revenue and Support

Revenue Composition

Contributions and Grants
$0
Program Service Revenue
$8,288,986
Investment Income
$104,311
Other Revenue
$20,850
Change in Net Assets
$-349,083

Audited Revenue Reconciliation

Revenue per Audited Statements
$8,414,147
Revenue Not Reported on Financial Statements
$0
Revenue Not Reported on Form 990
$0
Other Revenue Adjustments
$0
Total Revenue per Audited Statements
$8,414,147
Total Revenue per Form 990
$8,414,147
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Salaries, Compensation, and Employee Benefits$5,899,015
Other Expenses$2,864,215
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Current Officers, Directors, Trustees, and Key Employees---$3,756,222
Other Salaries and Wages---$1,523,289
Occupancy---$730,817
Payroll Taxes---$315,962
Fees for Services Accounting---$244,199
Other Employee Benefits---$224,620
Conferences and Meetings---$206,170
Fees for Services Other---$146,194
Depreciation Depletion---$103,955
Information Technology---$94,986
Pension Plan Contributions---$78,922
All Other Expenses---$77,289
Travel---$74,443
Advertising---$44,089
Office Expenses---$24,185
Insurance---$15,734
Fees for Services Legal---$15,026
Other Expenses---$14,688
Total Functional Expenses$0$0$0$8,763,230

Audited Expense Reconciliation

Line ItemAmount
Expenses per Audited Statements$8,763,230
Total Expenses per Audited Statements$8,763,230
Total Expenses per Form 990$8,763,230
Expenses Not Reported on Financial Statements$0
Expenses Not Reported on Form 990$0
Other Expense Adjustments$0
Fundraising, Events, and Gaming
Fundraising activities
No
Gaming activities
No
Professional fundraiser used
No

Fundraising and Gaming Totals

Line ItemAmount
Professional Fundraising Fees$0
Political and Lobbying Activity
Political campaign activity
No
Lobbying activity
No
In-house lobbying only
Yes
Subject to proxy tax
Yes
Insider Transactions and Loans

Loans and Receivables

Line ItemBeginningEndChange
Loans from Officers, Directors, Trustees, and Key Employees$0$0→ $0
Receivables from Disqualified Persons$0$0→ $0
Receivables from Officers, Directors, Trustees, and Key Employees$0$0→ $0
Debt and Bond Financing

Other Reported Liabilities

LiabilityAmount
Federal Income Taxes$2,181,923
Operating Lease Liabilities-
Governance and Compliance

Governance Checklist

Compiled or reviewed by an accountant
No
Annual disclosure for covered persons
Yes
Audit committee
Yes
Backup withholding compliance
Yes
Business relationship with 35% controlled entity
No
Business relationship with family members
No
Business relationship with organization members
No
Material changes to governing documents
No
Compensation from other sources disclosed
No
CEO compensation reviewed
No
Other officer compensation reviewed
No
Conflict-of-interest policy
Yes
Audited financial statements prepared
No
Key decisions subject to board approval
Yes
Management duties delegated
No

Governance Explanations

Form 990, Part VI, Line 15A Process for determining compensation of the CEO

The CEO has a 3 year contract, currently in its third year, that was approved by the Chairperson of the board. The contract was signed by the chairperson of the board, and all financial terms and bonus criteria were shared with the executive committee for their comments/questions prior to the chairperson's signature.

Form 990, Part VI, Line 1A Delegate broad authority to A committee

The executive committee consists of 8 board members that ultimately provide first & lead STRATEGIC OVERSIGHT to the Video Advertising Bureau (VAB) on behalf of the Board. The committee performs four major roles: They work cyclically with VAB on strategy-setting for the most important parts of the VAB's customer-facing programs, including VAB communication platform, outputs, collective messaging, engagement with customers, special industry-serving initiatives and success metrics. They are the first to weigh in on VAB's proposed annual budget, plans for new revenue streams and any operational evolutions that best serve major members. They are entrusted with identifying the most important discussion topics at the VAB Board meetings. They help assure that all VAB efforts are ultimately behind a single goal - Creating More Demand for the full Array of Our Member's Video Ad Assets.

Form 990, Part VI, Line 6 Classes of members or stockholders

The organization has six types of members; premier, professional, associate, qualified marketeers, individual, and academic. a) Premier Members- Any enterprise-level, firm, partnership, organization or corporation that creates or distributes ad-supported premium video content, such as: broadcasters, national, region and local cable companies, multichannel video programming distributors (cable systems, telecommunications companies, and satellite companies), widely distributed pure-play digital video companies (OTT/streaming), cinema advertising companies, widely distributed place-based video companies and mass media publishing companies. b) Professional Members- Any media firm, partnership, organization or corporation that is not enterprise-level but does create, distribute or sell in the video ecosystem, such as: emerging streaming/OTT platforms, individual broadcast station or affiliate, advertising sales representative firms, and other advertising-supported content providers or distributors. c) Associate Members- Any supplier, research and measurement companies, vendors, digital/technology companies and private equity firms who support the media and marketing industry. d) Qualified Marketer Members- Any individual currently employed in a brand marketing role, either directly (e.g. brand management, media strategy, PR, merchandising, promotions) or supporting (e.g. finance, procurement, budget management) or an advertising agency who works with clients in developing marketing strategy, executing media buys or conducting research, based upon a valid company / business email address. e) Individual Members- Any individual self-employed consultants within the media and marketing ecosystem. f) Academic Members- Any current university student and/or faculty, based upon a valid .edu email address.

Form 990, Part VI, Line 7A Members or stockholders electing members of governing body

Premier, professional, and associate members in good standing, upon payment of all required dues, have the right to cast one vote during annual meeting to elect the board of directors. The board of directors shall have authority to establish appropriate rules to determine the procedures for the casting of votes. The board of directors then elect officers at its first meeting.

Form 990, Part VI, Line 7B Decisions requiring approval by members or stockholders

Any Director may be removed at any time, with or without cause, by a vote of the majority of all members entitled to vote in person or by proxy at a duly convened meeting of the members.

Form 990, Part VI, Line 11B Review of form 990 by governing body

The completed form 990 was reviewed by the president in conjunction with crowe llp prior to filing.

Form 990, Part VI, Line 12C Conflict of interest policy

A conflict of interest questionairre is annualy sent to the board for disclosure of any conflicts for the fiscal year.

Form 990, Part VI, Line 19 Required documents available to the public

The governing documents and financial statements of the organization are available upon request.

Form 990, Part VI, Line 15B Process for determining compensation for other officers

The EVP has a 3 year contract, currently in its third year, that was approved by the Chairperson of the Board. The contract was signed by the CEO, and all financial terms and bonus criteria were shared with the executive committee for their comments/questions prior to his signature.

Filing and Contact Details

Filer

Filer Name
Video Advertising Bureau Inc
EIN
13-3058765
Phone
2125081200
Address
830 THIRD AVENUE 2ND FL, NEW YORK, NY 10022

Signing Officer

Name
Sean Cunningham
Title
President/CEO
Signed
2025-11-17
Discuss with paid preparer
Yes

Organization Details

Formed
1980
Legal Domicile
Ny
Voting Board Members
25
Independent Board Members
24
Employees
16
Volunteers
29

Preparer

Firm
Crowe Llp
Address
485 Lexington Avenue Floor 11, New York, NY 10017-2619
Preparer
Shira Fuller
Phone
2125725500
Supplemental Narrative

Financial Statement Notes

Schedule D, Part X, Line 2 FIN 48 (ASC 740) footnote

Income Taxes: VAB has been recognized as an Organization exempt from income taxes under Section 501 (c)(6) of the Internal Revenue Code (the "Code") and is, therefore, exempt from federal income taxes under Section 501 (a) of the Code. Revenue earned on activities which are unrelated to the Organization's exempt purpose is taxable. VAB had no unrelated business income for the years ended December 31, 2024 and 2023. VAB has no unrecognized tax benefits as of December 31, 2024 and 2023. VAB's federal and state income tax returns prior to calendar year 2021 are closed and management continually evaluates expiring statutes of limitations, audits, proposed settlements, changes in tax law and new authoritative rulings. The Organization continues to account for income taxes in accordance with ASC 740, and has determined that no unrecognized tax benefits or liabilities exist as of December 31, 2024 and 2023. If applicable, VAB will recognize interest and penalties associated with tax matters as general and administrative expenses and include accrued interest and penalties with the related tax liability in the statements of financial position. There were no interest or penalties for the years ended December 31, 2024 and 2023.

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