Monday, September 11, 2000

Internet Basics and Advanced Tracks To Be Offered

New York, NY -- September 11, 2000 -- The next flight of the Internet Advertising Bureau's (IAB) acclaimed Professional Development Series will take place in New York City on October 11, San Francisco on October 24, returning to New York City for the final Seminar of the year on November 15.

Now well into its second year of service to the online advertising community, the Fall Series has expanded its scope in response to suggestions of Spring attendees. In addition to the popular "Internet Advertising Basics," led by Peter Kosmala of the Upstream Network, those attending will also be able to choose to attend the "Advanced Internet Sales Strategies" track, led by Doug Weaver, president of Upstream Group, the producer of the IAB Professional Development Series.

In addition, the program has been expanded to a full day with three afternoon workshops for all attendees.

  • Internet Advertising Technology" led by Michael Stoeckel of CNN Internet Technologies/Turner Interactive Sales, offers a look at rich media, tracking and other technologies which are becoming increasingly important to the online sales process.
  • Online Advertising Research" led by Rex Briggs, author of the landmark IAB Online Advertising Effectiveness Study, will go over the expanding body of research that proves the value of Internet Advertising "beyond the click".
  • Online Ad Scenarios" led by Tony Calianese of the Ad Age group of online properties will feature case studies of successful online ad campaigns.

"As our industry continues to evolve, seemingly on a daily basis, the Professional Development series of seminars continues to be the place where those new to the business can learn about the industry first-hand, from those who know it best," said IAB Board member Debbie Pinkston. "With the addition of an advanced track, the Fall seminars are broader in scope, and are relevant for professionals already in the business as well as their new colleagues."

Sponsored by MSN Networks, DoubleClick, @plan, ABC Interactive, Advertising Age, RealMedia, Solbright, InterAdNet, and AdExchange, the series provides the detailed background and perspective necessary to sell in today's fast-paced digital environment and covers areas such as:

  • The basic technologies of the Internet
  • Ad serving technologies and capabilities
  • Pricing, deal structure and negotiation
  • Research, measurement and auditing
  • Tips on structuring larger deals
  • Selling beyond click rates
  • Introduction to richer media

The full day seminar is priced at $375 for IAB, WAA and SIASF members, $450 for others. Additional information on the IAB Professional Development Series can be found at

Founded in 1996, the IAB is the leading online advertising association with more than 300 active member companies. Its activities include evaluating and recommending standards and practices, fielding research to document the effectiveness of the online medium, and educating the advertising industry about the use of online advertising. Current membership includes companies that are actively engaged in the sales of Internet advertising, with associate membership including companies that support online advertising - interactive advertising agencies, measurement companies, research suppliers, technology suppliers, traffic companies, and other organizations from related industries. A global organization, IAB member countries include Belgium, Canada, France, Germany, Holland, Hong Kong, Italy, Switzerland and the United Kingdom. IAB is currently developing membership countries in Asia and Latin America, as well as other countries in Europe. The IAB and the Internet Local Advertising Commerce Association (ILAC) agreed to combine their organizations in July of 1998.


Marla Nitke IAB
[email protected]