Tuesday, October 15, 2002

Committees to Develop Standards and Best Practices Designed To Increase Use, Improve Effectiveness For Advertisers

New York, NY - October 15, 2002 - In response to market demand, the IAB, the leading voice of the interactive advertising and marketing industry, has created Newsletter and eMail committees to focus attention and develop standards for these two growing marketing vehicles.

Asked further why the IAB has launched the Newsletter and eMail committees, Adam Gelles, the IAB's Director of Industry Initiatives noted, "Marketers are increasingly using newsletters to further their branding efforts and according to e-Dialog, newsletters comprise 66% of all email marketing campaigns. Doubleclick research in eMail indicates that in 2002, eMail marketing budgets are projected to increase by 17% with 61% of marketers planning to increase their eMail marketing budget. The IAB wants to be ahead of the curve in setting best practices and standards. The focus and growth in Newsletter and eMail marketing means that we need to turn our attention and the industry's attention to these important areas."

The Newsletter Committee, chaired by TechTarget's CEO, Greg Strakosch, consisting of newsletter professionals of IAB member companies, will support newsletters as a valuable channel for advertisers and their agencies. In addition to identifying issues particular to the newsletter community, the committee's initial issues to be addressed include reporting, privacy and advertising standards. The committee will utilize industry research, case studies to educate stakeholders, to promote the use and effectiveness of newsletters as an important communications tool for advertisers. The committee’s current participants include Newsday.com, Sabre Virtually There, TechTarget, Washington Post Interactive and Yahoo.

The eMail Committee, which is led by NetCreation's President & CEO, Michael Mayor, will spearhead projects that include a privacy validation initiative for publishers and list users, accrediting those that are in compliance with IAB privacy guidelines, the development of eMail standards and privacy rules, and industry education presenting the value proposition of eMail marketing through research, industry case studies and best practices. The committee’s current participants include NetCreations, Inc., Newsday, Sabre Virtually There, Washington Post Interactive, Yahoo.

All IAB Committee members are drawn from the ranks of the IAB membership and are leaders in their area of expertise. In addition to the Newsletter and eMail Committees, the other standing committees and task forces working to improve the interactive advertising industry include; Chief Financial Officer, Chief Marketing Officer, Interactive Broadcasting, Public Relations, Research, Search Engine, Sponsorship Committees, and the Rich Media Guidelines Task Force.

About the IAB
Founded in 1996, the Interactive Advertising Bureau (IAB) is the leading interactive advertising association and represents companies responsible for selling over 75% of online advertising in the United States, including; AOL, CNET, MSN, Overture Services, Walt Disney Internet Group, Yahoo, and 100 others. Its activities include evaluating and recommending standards and practices, fielding research to document the effectiveness of the interactive medium and educating the advertising industry about the use of interactive advertising. Membership includes companies that are actively engaged in, and support the sale of interactive advertising.

About TechTarget
IT media company TechTarget offers the most targeted media for enterprise IT professionals, including invitation-only conferences, e-mail newsletters, Webcasts, Storage magazine, and the only network of industry-specific IT Web sites. TechTarget's more than 71000 advertisers include IBM, Microsoft, Oracle, Sun Microsystems, Intel Corp., EMC Corp., and Hewlett-Packard. More information about TechTarget is available at www.techtarget.com.
About NetCreations

About NetCreations
NetCreations, Inc. is the world leader in 100% Opt-In® email direct marketing. Through its PostMasterDirect service, the company specializes in email list management, brokerage and delivery, offering marketers the ultimate source of double opt-in prospects. Our PostMasterDirect service helps thousands of e-commerce companies, catalogers, publishers and other direct marketers worldwide reach active Internet users on hundreds of topics through its database of over 40 million opt-in names.


Marla Nitke IAB
[email protected]