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Online lead generation has always been an aggressive medium, and one that has sometimes led to controversy. Now, the Interactive Advertising Bureau has inked a list of best practices that will help standardize the transfer and receipt of data between advertisers and lead-generation service providers.
The priorities of the IAB in establishing the list of best practices was security and common format and set-up. The IAB is suggesting that all lead generation data be transferred and received in an encrypted format, and that all lead generation data should be transferred in a common format via common, secure internet technologies.
The document was developed to educate advertisers who purchase lead generation services as well as companies providing these services, according to the IAB.
“We applaud the IAB Lead Generation Committee for proactively creating these best practices that improve both operational effectiveness and security for the transfer of consumer data,” says Sheryl Draizen, svp and general manager of the IAB. “As the Lead Generation segment of interactive advertising continues to grow, the industry is committed to protecting consumers’ privacy, while delivering new, innovative services that improve the effectiveness of advertisers’ marketing strategies.”
The committee is encouraging advertisers and publishers to “implement these best practices and comply with all applicable laws, rules, and regulations to responsibly support the continued growth of this very important category,” says Gayle Guzzardo, svp product management at Q Interactive and Lead Generation Committee chair.
According to the IAB/PwC 2006 Full Year Internet Advertising Revenue Report, lead generation revenue accounted for $1.3 billion of the 2006 total advertising revenues of $16.9 billion, up from $753 million for 2005.
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