IAB Defines Online Lead Generation Best Practices for U.S.-Based Advertisers and Publishers

Business Wire,  Feb 7, 2008  

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Reflects Interactive Industry's Commitment to Consumer Privacy and Protection

NEW YORK -- The Interactive Advertising Bureau (IAB) today announced the release of "Online Lead Generation: B2C and B2B Best Practices for U.S.-Based Advertisers and Publishers," a document that provides organizations with the principles of good conduct when they engage in the practice of lead generation. It further reflects commitment of the IAB and its Lead Generation member companies to high ethics, self-regulation, and corporate responsibility. This is the latest component of a long-term initiative that defines best practices and educates advertisers and publishers on their implementation.

"This is truly an industry landmark, and I applaud the Lead Generation Committee for its extraordinary efforts at creating this critical document," said Randall Rothenberg, President and CEO of the IAB. "As digital media continues to become the fulcrum upon which marketers are building their brands, it is incumbent on the interactive industry to proactively develop and live up to the highest standards. This document helps us achieve that goal."

"Online Lead Generation: B2C and B2B Best Practices for U.S.-Based Advertisers and Publishers" goes above and beyond current lead generation legislation and regulation by recommending that advertisers and publishers adopt and adhere to strict online lead generation best practices that focus on three critical areas:

  1. Publisher Privacy Disclosures: Data Collection, Usage and Sharing
  2. Advertiser Disclosures: Offer Requirements and Obligations
  3. Promotional Site Disclosures

"This document is a huge step forward. It reflects the Committee's dedication to implement and comply with best practices that support the continued growth of the online lead generation industry by ensuring consumers' privacy and ongoing confidence in interactive media," said Gayle Guzzardo, SVP Product Management at Q Interactive and Lead Generation Committee Chair.

To view the complete document, please visit, www.iab.net/lead_generation.

This latest effort builds on the IAB's long-term commitment to the Lead Generation industry. In 2007 the IAB, in conjunction with the Lead Generation Committee, released both the "Lead Generation Data Transfer Best Practices" document and the "IAB Marketer & Agency Guide to Lead Quality".

About the IAB Lead Generation Committee

The mission of the IAB Lead Generation Committee is to define best practices that ensure lead quality and improve conversion; and, educate marketers and agencies on lead generation/customer acquisition as a cost-effective vehicle for advertisers to drive high quality customers. The committee will also evangelize lead generation targeting new industries not utilizing lead generation today.

IAB Lead Generation Committee Members

24/7 Real Media, Inc.

360i

Active Response Group

Adtegrity

Advanstar Communications, Inc.

Advertising.com

AMC Group Online Media Services

AOL

Azoogle Ads, Inc.

BIA Information Network, Inc.

Blue Lithium

Cablevision Advanced Systems

CareerBuilder

Caring.com

Connexus

Cox Newspapers, Inc.

eBureau

Edmunds.com

Geary Interactive

IDG

Internet Broadcasting Systems

iVillage, Inc

Jordan Edmiston Group, Inc.

Marketing Technology Solutions

Martha Stewart Living Omnimedia

MediaWhiz

Microsoft Digital Advertising Solutions

Motive Interactive Inc

Move, Inc. Related Services

NextAction

Nokia / Enpocket

Orbitz Worldwide

Organic Inc.

PerfSpot.com

Permission Data

PointRoll

Publishers Clearing House

Pulse360

Q Interactive

Range Online Media, Inc.

Reed Business Information US

Return Path

Sapient Corporation

SEMDirector, Inc.

SendTec

TARGUSinfo

Theorem, Inc.

Traffic Marketplace

Univision Online

ValueClick Media

Vizi

WebTrends

Zango

Zeta Interactive

About the IAB:

Founded in 1996, the Interactive Advertising Bureau (www.iab.net) represents over 450 leading interactive companies that actively engage in and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the continuing growth of the interactive advertising marketplace, of interactive's share of total marketing spend, and of its members' share of total marketing spend. The IAB evaluates and recommends standards and practices, fields interactive effectiveness research, and educates marketers, agencies, and media companies, as well as the wider business community, about the value of interactive advertising.

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