Wednesday, March 14, 2007
The IAB Releases an Industry Guide to Internet Lead Quality

Provides Marketers and Agencies with a Guide to Assessing Lead Quality

Chicago, Illinois (March 14, 2007) – The Interactive Advertising Bureau (IAB) in conjunction with its Lead Generation Committee today released the Marketer & Agency Guide to Lead Quality at the IAB Leadership Forum: Performance Marketing event in Chicago. The document reviews the definition and aspects of Internet lead quality, as well as lead quality's impact on advertisers' marketing strategies. The guide also provides a ranking system for marketers to use to assess the overall quality of leads based on specific industry benchmarks.

"It is critical for marketers to understand how to assess the quality of their leads online," said Sheryl Draizen, SVP and General Manager of the IAB, "We applaud the Lead Generation Committee's commitment to provide marketers and agencies with a roadmap that enhances the performance of lead generation as a critical component of their performance marketing mix."

The document further illustrates the importance of understanding that Internet leads have critical measurable components. These components can reflect the consumer's intent or influence on an advertiser's ability to convert leads into customers the where, when, and why a consumer provided their contact information to an advertiser is critical.

"Lead generation is not just about quantity anymore," said Gayle Guzzardo, VP, Product Management, Q Interactive and IAB Lead Generation Committee Chair. "Today, marketers look at lead generation as a source of quality leads; therefore, the ability to measure quality is critically important so that advertisers can convert and monetize the greatest percentage of their leads."

Lead quality scores are very powerful tools for advertisers to measure the effectiveness of their Internet lead operations, including prioritizing and assigning leads among the sales force. The complete Marketer & Agency Guide to Lead Quality is available here.

About the IAB:
Founded in 1996, the Interactive Advertising Bureau (IAB) represents over 300 leading interactive companies that are actively engaged in, and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB evaluates and recommends standards and practices, fields interactive effectiveness research and educates the advertising industry regarding the use of interactive advertising. For more information, please visit

About IAB Lead Generation Committee:
The IAB Lead Generation Committee is a forum for lead generation professionals of IAB member companies whose objective is to support this medium a valuable channel to advertisers and their agencies. The committee works to define best practices that ensure lead quality and improve conversion; and educate marketers and agencies on lead generation/customer acquisition as a cost-effective vehicle for advertisers to drive high quality customers.

Lead Generation Committee Member Companies:

  • 24/7 Real Media, Inc.
  • 360i
  • Active Response Group
  • Advanstar Communications, Inc.
  • Alansis Media
  • AOL
  • AtomShockwave Corp.
  • Autobytel Inc.
  • Blue Lithium
  • CMP Media LLP
  • Commission Junction
  • Cox Newspapers, Inc.
  • Enpocket
  • Geary Interactive
  • GSI Commerce
  • IDG


  • Innovation Ads
  • iVillage, Inc
  • Move, Inc.
  • MSN
  • NextAction
  • Organic Inc.
  • Permission Data
  • PointRoll
  • Q Interactive
  • Return Path
  • SendTec
  • TARGUSinfo
  • TMP Directional Marketing
  • Univision Online
  • ValueClick, Inc.
  • VendareNetblue
  • WebTrends



IAB Contact
Marla Nitke
Director, Marketing Communications
[email protected]