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Morgan Stanley’s Mary Meeker and Institute of the Future’s Paul Saffo to Address IAB Members

New York, NY – June 3, 1997 – The Internet Advertising Bureau, the leading online advertising industry association, today announced plans for its first anniversary meeting, “Internet Advertising: A Medium Comes of Age,” June 11 and 12 at the Hyatt Regency San Francisco. The meeting will convene the IAB’s 200 member companies and feature presentations from Morgan Stanley’s Mary Meeker and The Institute of the Future’s Paul Saffo. Additionally, the IAB will announce the 1997 1Q results of its Ad Sales Revenue Reporting Program and unveil a new website designed to be a comprehensive online advertising information resource.

“Our first anniversary meeting will include discussions on conquering sales objections, understanding consumer online behavior and using cookies technology to benefit both marketers and consumers,” said Rich LeFurgy, IAB Chairman and Sr. Vice President Advertising, Starwave Corp. “In keeping with our focus on the long-term future of Internet marketing, we will also examine the most creative strategies for advertising on the Internet,” LeFurgy said.

Mary Meeker, Managing Director, Morgan Stanley will be featured at the IAB’s Leadership Dinner, June 11 and Paul Saffo, Director, Institute of the Future, will keynote the IAB Luncheon at the June 12 meeting. Meeker, author of Morgan Stanley’s Internet Advertising Report, will discuss Internet advertising growth and its impact on other media. Saffo, a technology forecaster, will look at the long range effects of information technologies on businesses and consumers.

The IAB will also announce the 1997 1Q results of its Ad Sales Revenue Reporting Program, the most accurate measurement of online advertising revenue, compiled from data collected directly from companies engaged in selling advertising on the Internet — rather than projections or estimates. In March, the IAB announced that Internet ad revenue totaled $266.9 million in 1996.

“Some 1997 ad revenue projections have been estimated at $700 million,” said Tom Hyland, Chairman, Coopers & Lybrand’s New Media Group, which administers the ad revenue reporting program. “This first look at 1997 spending will let us know if we are on track for a watershed year in Internet advertising.”

The agenda for the day-long June 12 meeting includes:

  • The Cookie Wars — Steve Goldberg, IAB Director and Group Manager, Advertising Business Unit, Microsoft, will moderate a panel discussion on balancing commercial and privacy interests on the Internet.
  • Brand Building with Internet Media — Mbinteractive, a San Francisco-based firm specializing in Internet-related research, will present preliminary results of a consumer online behavior study commissioned by the IAB.
  • WWW.IAB.NET — The IAB will also unveil its new website, designed by member company BDInteractive, which will provide a comprehensive guide to Internet advertising resources.

The IAB General Meeting/Conference commences with a Keynote Luncheon beginning at 12:00 Noon on June 12, preceded by an IAB business meeting from 9:00 A.M. to 11:30 A.M. (Editors: See attached agenda for a complete outline of meeting activities and session hours.)

The IAB, founded in June of 1996, is the first organization exclusively devoted to maximizing the use and effectiveness of advertising on the Internet. Today, the IAB represents 200 members including leading Internet media companies, sales rep organizations, advertising networks, online service providers, accounting/audit services, ad management organizations, ad measurement services, marketing consultants, research providers, technology providers, advertising agencies and national advertisers.


Marla Nitke IAB

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