Transcription
annualreport2010
Our MissionThe InteractiveAdvertising Bureauis dedicated to the growth of the interactiveadvertising marketplace, of interactive’sshare of total marketing spend, and of itsmembers’ share of total marketing spend.engagementShowcase to marketing influencers interactivemedia’s unique ability to develop and delivercompelling, relevant communications to theright audiences in the right context.accountabilityReinforce interactive advertising’s unique abilityto render its audience the most targetable andmeasurable among media.operational effectivenessImprove members’ ability to serve customers—andbuild the value of their businesses—by reducingthe structural friction within and between mediacompanies and advertising buyers.
A Letter From Bob CARRIGANThe State of IAB and Our IndustryAt the end of 2010, as myfirst year as Chairman ofthe IAB Board of Directorsopens, I am pleased to report thatthe state of the IAB, like the state ofthe industry, is strong and growing.In 2010, IAB focused morethan ever on evangelizing andunleashing the power of interactive media, reaching across allparts of the media-marketing valuechain to find the common groundon which to advance our industry.Simultaneously, the organizationheld true to its long-term mission ofengagement, accountability, andoperational effectiveness.As we move into the organization’s seminal 15th year, we haveplans for remarkable accomplishments, many of which you will readabout on the following pages.After a decline in 2009and a slowing pace of growthin 2008, our industry is flourishing again. While full-year figuresare not yet available as we go topress, the industry’s 2010 thirdquarter revenue of 6.4 billionset a new record high, according the IAB Internet AdvertisingRevenue Report conducted byPricewaterhouseCoopers.Tracking Broader GrowthTrendsIAB itself joined the industry inexperiencing a year of gratifying upswing, in membership, indues revenues, and in revenuesfrom its events business, enablingthe organization to pursue its strategic mission of supporting thegrowth of interactive media. IABended the year with 426 general and associate members,an increase of 15 percent from2009. Small-publisher participation surged, with 388 new LongTail members.Dues hit just over 6M, a 6 percent increase from plan, and eventscontributed 5M, up 37 percentfrom plan. The IAB’s events business also cemented its reputationfor producing conferences thatserve as the central thought lead-Membersofferedtheirtime and expertise to advanceIAB endeavors by participating in councils and committeesand joining nonmember industry thought leaders on stage toeducate the larger communityat renowned events like the IABAnnual Leadership Meeting, MIXXConference & Expo, and the newCase Study Road Show.ership gatherings for the industry. Twenty-ten was also a year ofinternal growth, in which the IABexpanded its presence by openinga West Coast office.Indeed, 2010 saw IABenhance its centrality to the entiremarketing and advertising ecosystem. The organization stoodin Washington, D.C., to champion consumer privacy protection and defend our businessesagainst deleterious legislationand regulation. The IAB PrivacyMatters public education campaign and the implementation ofthe Advertising Option Icon program—developed and supportedby a vast, cross-industry alliance—demonstrated our industry’s ability to work together toprotect consumer privacy andensure the vitality of the interactive advertising market.Change ThroughCollaborationIAB worked closely with manytrade organizations throughout the year, and most recentlycultivated the support of )and the Association of NationalAdvertisers (ANA) for the MakingMeasurement Make Sense initiative. That venture is charged withdevising a business solution toone of the most perplexing metricsissues: how to create consistent,transparent, and reliable measure-A n n u a l R e p o r t 2 01 0ment across all digital media.Throughout the year, IABdedicated its resources to minimizing friction in the buying andselling of online media. In June,IAB released the Networks &Exchanges Quality AssuranceGuidelines to ensure transparencyand consistency in ad network andexchange operations, which 16member companies have alreadypledged to adopt, and issued thefinal version of Standard Terms &Conditions 3.0 to expedite contractual negotiations for the mostcommon types of interactivemedia buys.IAB efforts to overcome supply-chain friction and boost themarketplace extended to theburgeoning mobile platform. Incollaboration with the MobileMarketing Association (MMA),we released standards for mobilemarketing measurement. IABdeepened its commitment to thespace by launching the IAB MobileMarketing Center of Excellence,whose mission is to drive thedevelopment of mobile advertising through research, best practices, and evangelism.This year IAB also engagedagency creatives on its AgencyAdvisory Board and in the RisingStars competition, asking them totell us which ad formats they’d liketo see standardized in 2011—formats that will inspire effective andbreakthrough brand advertisingwithin interactive media.Focused on the FutureIn 2011, IAB recognized thestrength of its executive teamby promoting Patrick Dolan toExecutive Vice President andChief Operating Officer, DavidDoty to Senior Vice President andChief Marketing Officer, and MikeZaneis to Senior Vice Presidentand General Counsel.I look forward to leading theorganization into 2011. IAB ispoised to deliver the most exciting and results-focused year in itshistory. You can see on the following pages the six-point strategy,entitled Digital Everywhere, thatIAB will pursue. Among the mostexciting adventures for the yearare the launch of the IAB Ad Lab,a new industry meeting groundwhere creatives and technologists, device manufacturers andsoftware developers, publishers and agencies, marketers andthought leaders, start-ups, andmedia titans can come together todiscuss, debate, demonstrate, andnetwork under the banner of IAB.You have my pledge that IABwill continue to foster growth forall its member companies, and forthe industry at large, in 2011. I lookforward to working with the Boardof Directors, IAB members, and theindustry to advance our commoninterests—and to having a lot offun in the process.Bob CarriganChairmanIAB Board of DirectorsChief Executive OfficerIDG Communications1
2010: the year at iabFinancial Growth as the“Great Recession” SubsidesFollowing two years of strongeconomic headwinds, IAB in2010 experienced a periodof growth. A broad, albeit uneven,recovery in the advertising marketplace and the expansion ofad-supported digital media companies allowed for growth incross-industry membership andour events business. This allowedus to strategically invest in initiatives and projects that would raisemembership value and add a levelof much-needed financial securityto our operations.We planned our 2010 budget cautiously, aware that thefinancial turbulence of the periodmight not have been ready to subside. We trimmed our plannedexpenses and our expected revenue from events, while slightlyupping our budget for membershipdues revenue. But as the year progressed, our performance beganto outpace those conservativeexpectations.Revenue from membershipdues came in 6 percent overbudget. This gain came from thebroadening of our Associate tier,with 57 new industry-supportivemembers, and our Long Tail membership category for small publishers, which saw skyrocketingparticipation and ended the yearis 1.350M, or 37 percent, overplan. This expansion in eventattendance required greaterexpenditures, which is visiblein the difference between ourplanned and actual expenses.At the end of the year, ourrevenues exceeded our budget to produce a surplus offor our nonprofit trade organization and represents an increaseof 500,000 from the reserve’ssize at the end of 2009. IAB hasdedicated the remaining balanceof the surplus to the developmentof the IAB Ad Lab, the formationof the IAB Mobile MarketingCenter of Excellence, and otherFinancial Key Indicators for 2010(‘000)2010Actual2010BudgetVar fromBudget Var FromBudget %Dues Revenue 6,175 5,825 3506%Events Revenue 5,000 3,650 1,35037%Total Expenses 10,814 9,759 1,05511%Gain (Loss) 859 0 859658%with 388 members, up from 92 in2009. Our general membership,dedicated to sellers of advertising inventory, showed a minordecrease of 2 memberships.Our events business benefitted from the brighter economicoutlook and our proven trackrecord of must-attend, highquality events. Attendance andsponsorship income contributed 5M of top-line revenue, which 859,000, bringing our net assettotal to 968,000. Of this figure, 609,000 is being held in areserve. This is a prudent measurestrategic investments that willincrease our utility to membersand help us maintain our central position in encouraging theadvancement of the interactiveadvertising industry in 2011 andbeyond.
2010: the year at iabIAB Membership by type: 2010 / 892814463400600Associate800Long TailIAB Membership by Revenue: 2010General88%Associate11%Long Tail1%Events Record YearAll Events FY 20102010 tendance6,1735,03202,00020104,0006,00020093
2010 Highlights2010: The Year at IABBy identifying and leveraging the commonthreads that connect all segments of the mediamarketing ecosystem, IAB in 2010 redoubledits resolve to make significant advancements for allits member organizations and the interactive industry as a whole.Public PolicyIn 2010, IAB strengthened its stance on the frontlines to protect consumer privacy, its member companies, and the interactive industry as a wholein Washington, D.C. Our aggressive effortsto be heard on Capitol Hill and across federal departments and agencies helpedthem understand that they should strikea balance in their oversight, allowingfor greater industry innovation andgrowth, while amply protecting privacy and intellectual property. IABadvocated for policies that incentivize effective, legitimate businessmodels, value consumer education,and give the industry the freedom toself-regulate where necessary.The IAB supported these calls by makingsteady progress on three existing initiatives:Self-Regulatory Principles for OnlineBehavioral AdvertisingThe year’s work culminated on October 4, whenthe Digital Advertising Alliance (DAA)—a collaboration among IAB, the American Association ofAdvertising Agencies (4A’s), the Association ofNational Advertisers (ANA), and the Direct MarketingAssociation (DMA), with support from the Councilof Better Business Bureaus (CBBB)—released theAdvertising Option Icon, which is to be present in oraround online behaviorally targeted ads, and created a site the advertising community could visit:www.AboutAds.info. There, the industry could find thetools necessary for adopting the cross-industry coalition’s Self-Regulatory Principles for Online BehavioralAdvertising. Those principles, issued in 2009, defineseven industry-wide standards designed to build consumer trust by calling on advertisers and ad networksto operate with transparency and to empower consumers with knowledge and choice.The interactive icon was developed in conjunctionwith the Network Advertising Initiative (NAI) andpowered by CLEAR (Control Links for Educationand Advertising Responsibly) Ad Notice TechnicalSpecifications, and when consumers click on theicon, they are directed to information about which15 Years of a media revolutionA brief history of the IAB1996: Internet Advertising Council formedwith 25 members. Mission: Increase revenuefor sellers of online media1996: Online advertising revenuereported for the first time1996: The Proposal for Voluntary ModelBanner Sizes defines 8 standard ad units1996: The organizationchanges its name to the InternetAdvertising Bureau 267M*1996A n n u a l R e p o r t 2 01 0* I nteractive advertisingrevenues1997: Value of brandadvertising proven withthe IAB Online AdvertisingEffectiveness Study1997: Metrics and Methodologydocument establishes guidelines forthe measurement of comparable onlineadvertising data across websites 906.5M1997
2010 HighlightsIABorganization served the ad, where to find its advertising policies, and how to opt out of such targetingin the future. The site itself also provides consumers with information about how online behavioraladvertising works and gives them a choice to simply opt-out of some or all participating companies’online behavioral ads.In 2011, compliance with this program will be mandated and monitored. IAB is releasing a first-everCode of Conduct, making adherence to the principles a condition of membership. The CBBB alongwith the DMA will be responsible for monitoring andenforcing compliance as well as for managing consumer complaint resolutions.Consumer Education through Privacy MattersCampaignIn December 2009, IAB launched its first-ever consumer education campaign to promote consumertrust and confidence in interactive advertising.The campaign was fueled by the donation of creative from WPP digital creative agency Schematic,media planning from GroupM’s Mediaedge:cia, adserving from Atlas, and the commitment of morethan 500 million impressions from 32 online publishers and ad networks.Entitled “Privacy Matters,” the campaign linkedto a site that helped consumers manage their privacy online and invited them to roll over its tagline,“Advertising Is Creepy,” in order to reveal a longer message that demystified key online advertising practices. The latest figures as we went to pressshow that in the first 11 months of the campaign, consumers initiated more than 29 million rollovers to display the more in-depth educational messaging. Intotal, the campaign had already delivered 460 million impressions.Second Annual Long Tail AllianceWashington Fly-InIn June, 46 small publishers joined IAB in the nation’scapital to address their elected representativesand impress upon them the critical role that onlineadvertising plays in small business growth. Over thetwo-day event, these Long Tail publishers from 14different states met with 35 House Districts and 12Senate Offices, including members of the SenateCommerce Committee. They also took part in IABtraining sessions and presentations tailored to theirbusiness interests. These small publisher constituents play an increasingly prominent role at IAB.recommendedways forwardthat incentivizeeffective,legitimatebusinessmodels, valueconsumereducation, andgive the industrythe freedom toself-regulatecontinued2001: IAB and 4A’s release the first-ever Terms &Conditions for Internet advertising to ease buying and1999: IAB launches Professionalselling negotiationsDevelopment Series2001: To increase theaccuracy of audience2001: Standard banner ad unitFoundingmeasurement, IAB with ABCiguidelinese updated with largerIAB Chairman,launches initiative to publish1999: Membership policyInteractive Marketing UnitsRich LeFurgyand maintain a master list ofrevised to include adoption andspiders and robotsposting of privacy policies1998: Standard definition of an2001: Internet Advertising Bureau changes itsimpression established by IABname to the Interactive Advertising BureauImpression Guidelines 1.92B1998 4.62B1999 8.2B2000 7.2B20015
2010 HighlightsThe IAB also actively responded to actions of legislative and regulatory bodies:Friction in thesupply chainis a directinhibitor ofrevenue growthin interactiveadvertisingIAB emphatically voiced the online advertising industry’s deep concerns about the FederalTrade Commission’s call for a Do Not Track list.Influencers in Washington, D.C., and the general public learned about the detrimental effects of the FTC’srecommendation through extensive direct quotesfrom IAB in major national media and political outletsincluding The New York Times, Wall Street Journal,Politico, National Journal, The Hill, USA TODAY, U.S.News & World Report, and PBS NewsHour, all ofwhich highlighted our strong opposition.IAB testified before the U.S. Congress toexpress the advertising industry’s serious reservations about two legislative proposals on consumer privacy that both jeopardized the health ofthe Internet and the interactive advertising industry:HR 5777, the BEST PRACTICES Act introduced byRep. Bobby Rush (IL), and the discussion draft bill onconsumer privacy introduced by Rep. Rick Boucher(VA), Chairman of the House Energy and CommerceCommittee’s Subcommittee on Communications,Technology, and the Internet; and SubcommitteeRanking Member Cliff Stearns (FL).IAB increased engagement with theDepartment of Commerce by welcoming a reportthat acknowledged the key role of advertising in theglobal information economy and the value of selfregulation, and by commenting on the DOC’s inquiryLong Tail Fly-In participants gather on the steps ofthe Capitolon Copyright Policy, Creativity, and Innovation in theInternet Economy.IAB met with Obama AdministrationExecutive Branch staff to discuss IAB’s efforts incopyright protection.IAB applauded the FTC’s timely and necessaryrequest for inquiry on how to empower parents andprotect children, and offered guidance on the FTC’sreview of the Children’s Online Privacy Protection Rule.Supply ChainFriction in the supply chain is a direct inhibitor of revenue growth in the online advertising industry. That’swhy for the last 15 years, IAB has been consistently15 Years of a media revolutionA brief history of the IAB continued from page 52002: IAB and 4A’s release Terms & ConditionsVersion 2.02002: First cross-media optimization study completedby IAB with a coalition of organizations proves anincrease in online advertising in a CPG’s media mix cansignificantly impact effectiveness 6B*2002* I nteractive advertisingrevenues2004: The first-ever global media measurementguidelines agreed-on by key industry bodiesestablish a detailed definition for measuringonline ad impressions 9.6B 7.3B2003A n n u a l R e p o r t 2 01 02004
2010 Highlightsdedicated to alleviating pain-points from all stages ofthe buying and selling processes. In 2010, IAB pursuedthose objectives through various programs:Networks & Exchanges Quality AssuranceGuidelinesMore than 1 million websites carry advertising, andthere are reports of more than 300 ad networks andexchanges populating them with ads. To demystifyfor advertisers and agencies this flourishing market, integral to our industry’s health, and to ensurenetworks and exchanges maintain a high quality ofinventory, IAB released the finalized Networks &Exchanges Quality Assurance Guidelines in June.The document outlines standards that ad networksand exchanges should abide by to homogenizeoperations enough for advertisers and agenciesto know what to expect when making transactions,and to reassure marketers that their brands won’tbe aligned with unsavory content. Two months afterthese guidelines were published, 16 member ad networks and exchanges pledged to adopt the newstandards of practice in early 2011.Standard Terms and Conditions Version 3.0In early 2010, IAB and the 4A’s issued the final version of the third update of the Standard Terms &Conditions, intended for use by media companies,agencies, and advertisers to expedite contractualnegotiations for the most common types of interactive media buys. It includes critical components thataddress the way the marketplace has evolved sincethe publication of the last iteration in 2002. IAB commits its resources to the Standard Ts&Cs in order torelieve unnecessary drags on day-to-day operationsof its members.Sixteenmember adFirst-Ever Ad Verification SummitIAB hosted marketers, agencies, publishers, ad networks, and technology companies in March 2010for a candid and productive discussion of ad verification tools at Ad Verification Day: An Introductionand Discussion of Methodologies. Ad verificationtools are an increasingly important and potentiallyvaluable component of the ecosystem, as they holdthe promise of reassuring advertisers and agenciesthat their ads were delivered where intended in abrand-safe environment. Currently, however, there’ssome confusion about these tools, and there hasbeen a proliferation of companies offering servicesbased on different technologies, some of which maynot be aligned with industry standards of measurement. The result can be an unjustified increase in theoperational costs associated with the investigationof measurement discrepancies. This ecosystem-widesummit kicked off a must-heed call for transparencyand standardization in ad verification methodology.Impression Exchange Solution: Tested andUpdatednetworks andexchangespledge to adoptthe Networks& ExchangesQualityAssuranceGuidelines inearly 2011Publishers and third-party ad servers, which regularly provide metrics to advertisers, manage theircontinued2005: First-ever creativeguidelines for video ads published2006: First-ever measurementguidelines for video ads launched2005: IAB SmartBrief All Access startssending daily emails with news highlights 12.5B2005: The first Best in Show MIXXAward presented to McKinney forAudi’s Art of the H3ist campaign2005 16.9B2007: Washington, D.C.,office opened 21.2B2007: Creative Specs Database launched withad specification units for 88 major publishers2007: Third-party measurement companies challengedto submit to an audit of their measurement process2007: Booz & Co.’sMarketing & MediaEcosystem 2010identifies how tooptimize the valuechain2006: IAB tackles click2007: Guidelines for ad impression measurementfraud with commitment toin Rich Internet Application environments issuedproduce Click MeasurementGuidelines2007: Rich Media Measurement2007: IAB commends FTC for release ofGuidelines determine at which point a richproposed principles to guide development ofmedia ad impression is countedself-regulation in behavioral advertising200620077
2010 Highlightscampaign data differently, and this causes challenging discrepancies. The goal of this program isto empower publishers by providing them with automated, daily reports from ad servers that allow them toseamlessly compare line items. In 2010, IAB updatedthe functional requirements for the automated transactions and tested the Impression Exchange Solutionat scale at a major third-party ad server.David Moore, Chairmanand Founder, 24/7 RealMedia, and immediatepast Chair of IAB Boardof Directors, unveilsthe IAB Data Usage &Control PrimerE-Business Interactive StandardsThis initiative aims to reduce a vast number of inefficiencies and errors in the media buying workflow causedby the manual creation and management of RFPs, proposals, and insertion orders. The tactical objective isto develop a streamlined and automated buying process based on standards incommunication and data. In2010, IAB hired developersto build an e-business registry that allows buyers toidentify sellers with complementary transactionalmaterials so they can worktogether efficiently andautomatically.Data Usage andControlAs the value of collecting,aggregating, and analyzing data has become morebroadly realized and the technology used to accumulate and monetize data has become more sophisticated, contractual and competitive challengeshave arisen across the online advertising ecosystem. In May 2010, the IAB Data Usage and ControlTaskforce—a group entrusted with the responsibility of defining and producing best practices for thecollection and use of data—released its first product, the Data Usage & Control Primer: Best Practices& Definitions.MeasurementStandardizing and simplifying key audience measurements in order to make it easier for marketers and agencies to advertise online has long beenone of the pillar commitments of IAB to the industry.Fifteen years in, it’s still a core focus. In 2010, thatcommitment continued to take a front seat on ouragenda as shown by these steps forward:Making Measurement Make SenseThe objective of this ambitious initiative, spearheaded by the IAB with the full partners hip of the 4A’sand the ANA, is to form an ecosystem-wide consensus at the business management level on the metricsand measurement systems that will make transactions—from planning through buying to post-buyingand evaluating—go smoothly across all types of digital media. In 2010, IAB, 4A’s, and ANA jointly evaluated proposals from major consulting firms to leada course of action for standardizing the ways digi-15 Years of a media revolutionA brief history of the IAB continued from page 7 23.4B** I nteractive advertisingrevenues2009: In-Game Advertising MeasurementGuidelines announced2008: Digital Video In-Stream AdFormat Guidelines & Definitions released2009: IAB releases VAST 2.02009: AdvertisingAgency AdvisoryBoard formed 22.7B2008: New interactive advertising privacy guidelines issued2008: Digital Video Ad ServingTemplate (VAST) Released2008: IAB extends membershipto Long Tail publishers2009: First Long-Tail Fly-In, Washington, D.C.2009: Impression ExchangeSolution launched2008: Ad Campaign Measurement Process Guidelines addressthe process of a publisher’s or advertising agency’s use of athird-party ad server and its application service provider20082009: Cross-industry coalitionembraces Self-Regulatory Principlesfor Online Behavioral Advertising2009A n n u a l R e p o r t 2 01 02009: IAB and Bain & Co. release Building BrandsOnline study, revealing six steps media companiesmust take to meet marketers’ needs2009: “Privacy Matters”public education campaignkicks off
2010 Highlightstal media are measured and to build the governanceprocesses for determining those standards.be between 1.6x and 2.2x the percentage of the budget originally allocated to interactive in the scenarios.Project TAXIMobileIAB is a full partner in a complementary programdedicated to investigating the feasibility of universaldata codes to allow for the tracking and identifyingof content and advertising across media platforms.Project TAXI, which stands for “trackable asset crossplatform identifier,” is led by the television industry’sown Committee for Innovative Media Measurementin collaboration with the 4A’s and the ANA. The program was begun to produce a significant first step forproviding an operational solution to many of today’smeasurement problems.IAB welcomes the responsibility to support thegrowth of interactive advertising, whether it lives ona PC, interactive television, video game, smartphone,or tablet. In 2010, IAB stepped up to this call by dedicating unparalleled resources to the developmentof mobile advertising, a move that mirrors the growing importance of mobile in the marketing-mediaecosystem.IAB ignited a debate about the utility and quality of ad effectiveness research with the releaseof “An Evaluation of Methods Used to Assess theEffectiveness of Advertising on the Internet.” It wasthe industry’s first independent review of the methodology behind site intercept studies, which aresometimes misused and often create significant supply chain friction. Another major release was the“Interactive Advertising and the Optimal MarketingMix,” a study conducted for IAB by MarketSharePartners, the leading cross-marketing optimizationcompany. The report evaluated three brand scenarios in three different verticals to determine opportunities for optimizing marketing spend. It found theoptimal allocation of interactive media spend shouldIAB drivesthe evolutionLaunch of the IAB Mobile Marketing Centerof ExcellenceIn December, IAB announced the creation of theMobile Marketing Center of Excellence, an independently funded and staffed unit inside IAB, chargedof mobileadvertisingwith the newIAB MobileMarketing Centerof ExcellenceIAB Mobile Marketing Center of ExcellenceBoard of DirectorsCameron Clayton, The WeatherChannelMaria Mandel, AT&TRandall Rothenberg, Time Inc.Kevin Conroy, UnivisionJamie Wells, MicrosoftBobby Figueroa, Yahoo!Michael Zimbalist, The New YorkTimesChris LaSala, Google 12.1B Half Year Record2009: First-ever Mobile Buyer’sGuide publishedFinal 2010 results not available at press time2010: Data Usage and Control Primer published2009: Economic Value of the Advertising-SupportedInternet Ecosystem study shows ad-supported Internetcontributes 300B to the U.S. economy2009: Reimagining InteractiveAdvertising Task Force meets to developroadmap for evolving ad formats2010: Mobile MarketingCenter of Excellence formed2010: On-demand trainingmade available2010: West Coast office opened2010: Networks & Exchanges QualityAssurance Guidelines published2010: IAB workscollaboratively with industry torelease Advertising Option Icon2009: IAB Certificate in InteractiveAdvertising program launched2010: IAB and 4A’s publish StandardTerms & Conditions Version 3.02010: Rising Stars Competition launched20109
2010 HighlightsNumber of Storiespress coverage UNE2008JULAUGSEPOCTNOVDEC2007Source 2007-2009 Burrell’s Luce. Source 2010 Vocus. In 2010 we bagan to use Vocus for increased accuracy in measuring online media.with driving the growth of the mobile marketing,advertising, and media marketplace. With its ownBoard of Directors, vice president and general manager, as well as councils and committees, the newmobile center will actively develop market and consumer research; provide mobile advertising casestudies; offer executive training and educationalopportunities; issue standards and guidelines toincrease accountability, reduce costs, and streamline the supply chain; showcase creativity in mobileadvertising; and identify best practices in the burgeoning field. The intention is for the center to serveas the industry-wide resource for innovation inmobile advertising.Mobile Web Advertising MeasurementGuidelinesMeasuring the ad impressions delivered by the mobileweb can be quite different from counting the impressions generated by PC-based online ads, particularly if the advertisement is accessed from a featurephone rather than a smart phone. The
media titans can come together to discuss, debate, demonstrate, and network under the banner of IAB. You have my pledge that IAB will continue to foster growth for all its member companies, and for the industry at large, in 2011. I look forward to working with the Board of Directors, IAB members, and the industry to advance our common
