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IAB Issues Lead Generation Best Practices for Industry Comment

Recommendation Developed by the IAB Lead Generation Committee

Chicago, IL (March 13, 2006) – The Interactive Advertising Bureau (IAB) in conjunction with the Lead Generation Committee today announced proposed Online Lead Generation Best Practices

At the IAB Leadership Forum: Performance Marketing Optimization event in Chicago. The Online Lead Generation Best Practices lay the foundation for ethical practice in lead generation, primarily focused on consumer transparency and data integrity.

Some of the proposed best practices include:

  • All lead generation efforts need to be strictly permission-based
  • Advertisers/Publishers/Vendors must only send consumer offers or information that strictly adheres to the information that consumers have requested
  • Advertisers/Publishers/Vendors must provide a clear, concise privacy policy
  • Publishers/Vendors will deliver consumer data that meets the Advertisers criteria for a quality lead, as determined by the Advertisers marketing objectives
  • Publishers/Vendors may pre-populate the information fields that a consumer has already provided

These guidelines are found here for the industry (advertising agencies, marketers, online publishers and technology vendors) to comment on the recommendations. The comment period will last for thirty days. Following a review of the feedback, the guidelines will become final.

Direct Marketers are increasingly relying on Online Lead Generation as an integral vehicle in their Performance Marketing campaigns. said Greg Stuart, CEO, IAB. We applaud the diligent efforts and foresight of our Lead Generation committee in taking this leadership role in answering an industry call for best practices in this fast-growing segment of Interactive.

The IAB Lead Generation committee is seated by the following IAB members – an asterisk (*) designates those individuals who comprised the Lead Generation Best Practices work group:

  • Eric Bamberger, 360i
  • Thomas Bruck, Vendare Media
  • Fred Collins,
  • Marty Donner, Return Path*
  • Stephen Dauwalter, 360i
  • Chelsea Fischer,
  • Jeff Friedman, Cox Newspapers
  • Chad Grohman, Vendare Media
  • Gayle Guzzardo, Q Interactive, Co-Chair*
  • Virginia Hines, IDG
  • Avishan Hodjat, Valueclick, Inc.
  • Richard Kochman,
  • Michael Lastoria, Innovation Ads
  • Jeff Lulenski, Knight Ridder Digital
  • Chris Mak, AtomShockwave
  • Michael Marchese, Leapfrog Online
  • Scott Mason, Innovation Ads
  • Michael Mayor, Aptimus, Inc.*
  • Matt Prohaska, Root Markets*
  • Brian Seskin, iVillage
  • Sharon Stearns, IDG
  • Krishna Subramanian, BlueLithium
  • Lisa Thogmartin, Aptimus, Inc.
  • Adam Turinas, Organic
  • Lauren Weinberg,
  • Amanda Whiteman,
  • Jay Webster, Blue Lithium
  • Tony Winders, Valueclick, Inc.
  • Mark Zahar, Prospectiv, Co-Chair*
  • Michael Zane, CMP Media

The IAB Lead Generation Committee was created in Q3 2005, responding to the need for a group of industry leaders to address the issues facing this emerging interactive communications channel. The creation of these best practices marks the first initiative.


Founded in 1996, the Interactive Advertising Bureau ( represents over 225 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 evaluates and recommends standards and practices; fields interactive effectiveness research, and educates the advertising industry about interactive advertising.

IAB Media Contact:
Lynn Trono

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