Thursday, September 24, 2009
IAB Provides First-Ever Direction to Lead Generation Industry for the Secure Storage of Consumer Data

Releases “Data Security Best Practices” for Advertisers and Publishers

LAS VEGAS, NV (September 24, 2009) — As consumers are sharing ever more details about themselves to obtain personalized information, products and services, it is critical that industries working with consumer data maintain the highest standards of security for the storage of that information. To provide a framework for monitoring security vulnerabilities, threats and potential fraud, the Interactive Advertising Bureau (IAB) today released “Online Lead Generation: Data Security Best Practices,” a guide that ensures the safety and security of consumers’ personally identifiable information. The announcement was made at the fourth annual TARGUSinfo Online Lead Quality Summit (OLQS), a premiere event where senior interactive marketing executives from the lead generation industry met to discuss best practices and emerging trends.

“Data Security Best Practices” provides guidance across the following three areas:

  • The storage and retention of consumer data collected in online lead generation
  • Industry-specific government regulations for the protection of consumer data 
  • Procedures for network controls that ensure the security of proprietary networks through the monitoring of access and compliance within a defined security policy

“The security of consumer data is essential to the continued growth and success of the lead generation industry,” said Mike Zaneis, vice president of public policy, IAB. “These best practices were developed with leading online lead generation companies across all major industries and reflect the commitment of the lead generation industry to adhere to the highest levels of integrity as it relates to the use of consumer information.” 

“The lead generation industry has exceeded a billion dollars in annual advertising spending. As we continue to grow, it is imperative that all companies engaged in the use of consumer information act responsibly,” said Gayle Guzzardo, SVP Product Management, Q Interactive and Chair of the IAB’s Lead Generation Committee. “The Data Security Best Practices provide any organization with the steps and information necessary to make certain that consumer data is properly protected.”“The Data Security Best Practices will serve as an important resource for any organization that must process consumer data,” said Paul McLenaghan, vice president of interactive markets, TARGUSInfo. “We are pleased that it is being launched here at OLQS where so many lead generation executives have gathered to discuss best practices and techniques to grow our industry.” 

Data Security Best Practices, can be found on the IAB website at:

The IAB has been actively engaged in providing clarity across the industry as it relates to the collection and usage of consumer data as well as driving strong self-regulation across the interactive advertising industry. In July 2009, the IAB, together with the nation's largest media and marketing trade associations, released self-regulatory principles to protect consumer privacy in ad-supported interactive media. This unprecedented collaboration among the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), the Council of Better Business Bureaus (BBB), the Direct Marketing Association (DMA), and the IAB, was the first time that representatives of the entire advertising ecosystem had come together to develop principles for the use and collection of data in the interactive economy.

To review the “Self-Regulatory Principles for Online Behavioral Advertising,” and to learn more about the IAB’s public policy work, please go to:

About the IAB Online Lead Generation Committee:
The mission of the IAB Lead Generation Committee is to define best practices that ensure lead quality and improve conversion, and to educate marketers and agencies on lead generation/customer acquisition as a cost-effective vehicle for advertisers to gain high quality customers. The committee also evangelizes lead generation targeting to new industries not utilizing lead generation today. A full list of Committee member companies can be found at:

About the IAB:
The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C.  For more information, please visit

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