New Media Professionals Form Canada’s First Organization Dedicated to Internet Marketing and Advertising Excellence

Toronto, Canada – December 15, 1997 – Canada’s leading Internet advertising and marketing professionals today announced the formation of the Internet Advertising Bureau of Canada (IAB Canada), a new organization dedicated to bringing structure and standards to an industry that until now, has had no collective voice or representative body.

“We are extremely excited about the formation of this much needed organization,” says John Chaplin, President, IAB Canada and President, interACT Research Communications Company. “Individuals engaged in the new media business will now have a professional body to promote the use and effectiveness of advertising and marketing on the Internet.”

IAB Canada maintains the support of many key industry players including Internet publishers, advertising agencies, advertisers, media measurement organizations and content providers. Charter Founder members include: Torstar Electronic Publishing, Sympatico/MediaLinx Interactive LP, Rogers Multi-Media Inc., CANOE/Sun Media Corporation, Southam/ network, Globe Information Services, ViewCall Canada, NetStar Interactive, Association of Canadian Advertisers, AOL Canada, Microsoft Canada Co., Molson Breweries, Canada Trust, Canadian Yellow PagesTM Publishers Association, Young & Rubicam, COMMUNIQUE, DAC Group, BBDO Toronto, Bristol Group, DoubleClick Canada, Gallop & Gallop Worldwide, ABC Interactive, a division of Audit Bureau of Circulations, CCAB Division of BPA International.

“The industry is in great need of key market information so that Canadian businesses can rationalize and assess their marketing and advertising programs,” says Chaplin. “IAB Canada intends to provide that information, in addition to professional development opportunities for our members.”

IAB Canada will:

  • Act as a collective voice representing companies engaged in selling advertising in Internet-based media
  • Provide advertisers and marketers with a forum for evaluating and shaping the direction of the Internet advertising industry in Canada
  • Provide an industry-wide view of key developments about Internet advertising and interactive media
  • Promote the value and effectiveness of Internet advertising to advertisers and advertising agencies
  • Serve as an educational resource through which advertisers and marketers can further their Internet knowledge and gain a competitive edge in the marketplace

IAB Canada will meet these goals through the work of committees in these areas:

Standards and Practices — Monitors, recommends and develops consistent and workable guidelines for Internet activity measurement, advertising and marketing

Research — Implements research initiatives that measure the size and scope of the Internet advertising marketplace in Canada and address advertising effectiveness issues

Professional Development — Develops programs for members that improve their knowledge and understanding of the value of the Internet for marketing and advertising activities

Marketing — Markets IAB Canada to the industry, its stakeholders and other external organizations

Membership — Provides recommendations with respect to recruitment and retention of members and develops policies that ensure IAB Canada and its members operate in their best mutual interests

International Liaison — Represents the interests of Canada’s Internet advertising industry on an international basis through international IAB organizations

Recognizing that the Internet is a borderless medium, IAB Canada has a formal affiliation with the IAB (U.S.) to provide IAB Canada members with a context in which to compare and contrast Canadian Internet marketing and advertising practices with those in other markets, including the U.S. and Europe.

“A number of people have been working for more than a year to bring this organization into being,” says Chaplin. “We are enthusiastic about the support we have received to date, and we thank our first Charter Founder Members for their encouragement and participation.”

IAB Canada is the only organization of Internet publishers and advertisers who have made a commitment to become a national advocate for marketing and advertising on the Internet and to bring structure and standards to the industry.


Marla Nitke IAB