Wednesday, August 15, 2007
The IAB Defines Best Practices for Lead Generation Data Transfer

Focused on Improving Operational Efficiency and Security

NEW YORK, NY (August 15, 2007) - The Interactive Advertising Bureau (IAB) and its Lead Generation Committee today announced the release of "Lead Generation Data Transfer Best Practices," the latest component of a longer term initiative designed to educate both advertisers and publishers on security and operational best practices. The goal of this most recent document is to help standardize the transfer and receipt of data between advertisers and lead generation service providers.

The document has two main considerations:

  • Security All lead generation data should be transferred and received in an encrypted format
  • Common Format and Setup All lead generation data should be transferred in a common format via common, secure internet technologies.

"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," said 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 consumer's privacy, while delivering new, innovative services that improve the effectiveness of advertisers' marketing strategies."

The document was developed to educate advertisers who purchase lead generation services as well as companies providing these services.

"The committee encourages 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," noted 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.

The Lead Generation Data Transfer Best Practices document can be found here.

This latest effort builds on the IAB's continuing work in lead generation. In March, 2007, the IAB in conjunction with its Lead Generation Committee also released the "IAB Marketer & Agency Guide to Lead Quality," which 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 - available here.

About the IAB Lead Generation Committee:

The mission of the IAB Lead Generation Committee is to define best practices that ensure lead quality and improve conversion for lead generation marketing campaigns. The committee is also responsible for educating marketers and agencies on lead generation as a cost-effective vehicle for acquiring high quality customers and for targeting new industries not currently utilizing lead generation.

The following IAB Lead Generation Committee Member Companies have endorsed this document:


Active Response Group

Cox Newspapers, Inc.

Geary Interactive


Innovation Ads

Jordan Edmiston Group, Inc.

Motive Interactive Inc.

Move, Inc. Related Services


Permission Data


Q Interactive

Reed Business

Return Path



The AMC Group

ValueClick Media

Vizi Media


About the IAB:

Founded in 1996, the Interactive Advertising Bureau ( represents over 300 leading interactive companies that actively engage 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 is dedicated to the continuing growth of the interactive advertising marketplace, of interactives share of total marketing spend, and of its members share of total marketing spend. The IAB evaluates and recommends standards and practices, fields interactive effectiveness research, and educates the advertising industry about interactive advertising.


IAB Media Contact:
Marla Nitke
Marketing Communications Director
[email protected]