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

Reflects Interactive Industry’s Commitment to Consumer Privacy and Protection

New York, NY (February 7, 2008) – 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.
Active Response Group
Advanstar Communications, Inc.
AMC Group Online Media Services
Azoogle Ads, Inc.
BIA Information Network, Inc.
Blue Lithium
Cablevision Advanced Systems
Cox Newspapers, Inc.
Geary Interactive
Internet Broadcasting Systems
iVillage, Inc
Jordan Edmiston Group, Inc.
Marketing Technology Solutions
Martha Stewart Living Omnimedia
Microsoft Digital Advertising Solutions
Motive Interactive Inc
Move, Inc. Related Services
Nokia / Enpocket
Orbitz Worldwide
Organic Inc.
Permission Data
Publishers Clearing House
Q Interactive
Range Online Media, Inc.
Reed Business Information US
Return Path
Sapient Corporation
SEMDirector, Inc.
Theorem, Inc.
Traffic Marketplace
Univision Online
ValueClick Media
Zeta Interactive

About the IAB:
Founded in 1996, the Interactive Advertising Bureau (www.iab.net) represents over 350 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.

IAB Media Contact:
Marla Nitke

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