Results tagged “Interactive advertising bureau” from IABlog

IAB Standards Reach Japan

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As we hear of increased demand for IAB or IAB-like standards, guidelines and best practices in countries where IAB does not yet have a local IAB operation, we are intentionally seeking ways to engage in meaningful discussions and collaborate on specific initiatives in strategic markets like Japan.  
 
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IAB has been working in close collaboration with D.A. Consortium in Japan for nearly a year. As strong advocates for IAB standards and guidelines, DAC announced its launch of IAB Mobile Rising Stars in Japan and conducted research into their effectiveness in that marketplace. DAC has also translated and published on their subsidiary PlatformOne in Japan the IAB whitepaper “Programmatic and Automation: The Publisher’s Perspective”, part of IAB Digital Simplified Series.
 
Continuing this trend, the DAC team just recently they published a translation of the IAB whitepaper “Privacy and Tracking in a Post-Cookie World”. Click here to view the Japanese version or here for the original English version.

About the Author

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Alexandra Salomon

Alexandra Salomon is the Senior Director, International at the Interactive Advertising Bureau



IAB University - A Place For Learning

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I’ve been thinking about my job title for some time now. Something about it has been troubling me, and I believe I have finally figured it out.

Since we launched the IAB Certification program nearly two years ago I’ve been Vice President, Training and Development.  Now, at the IAB we don’t go out of our way to be cute or creative when we use titles; they are meant to be accurate, expressive, and to-the-point. No Senseis or Shepherds here. As a result no one has ever not understood what my role is at the IAB.

Still, the longer that I’ve had this position, the more the title has seemed inappropriate to me. It’s the word training that bothers me. Training is something that’s done to people (or dogs!) Training sounds passive. It conjures up the image of a student held hostage in a classroom, passively absorbing information. Training is what managers send employees through.

classroom.jpgBut learning is completely different. Learning is active, not passive. We choose to learn. We all want to learn, all the time, to experience new things. Learning occurs in the classroom, but it also happens on the job, at home, anywhere and everywhere; with others or by oneself. Others might control my training, but I control my learning. Which one is more likely to stick with me?

That’s why we created IAB University (IAB.U), an industry educational hub where everyone across the ecosystem, from every level, can come together to learn from each other. At IAB University you can be on the receiving end of digital advertising education or you can teach your peers. Plus, participants receive IAB Learning Credits good towards IAB Digital Media Sales or IAB Digital Ad Operations recertification programs, if they need them.
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The IAB is flush with subject matter experts. Experts abound. Need to learn the latest on programmatic? Interested in how native advertising works? Unclear on what a viewable impression is?  If there’s something you need to know about digital advertising, our members have the answers. The IAB has always been a tremendous resource for thought leadership and cutting-edge expertise; that’s truer today than ever as our industry continues its remarkable growth.

We realize more and more people come to the IAB to learn. We are attracting more junior level employees and people relatively new to the industry. Learning comes in all flavors— a webinar, a conference, a panel of experts, a town hall of newbies. Just about every program the IAB offers is a learning experience, and we hope you will take advantage of those learning experiences whether you are seeking recertification or just want to stay abreast of what’s happening out there.

But here’s our hope—that many of you will share your expertise or newly-found research with others in our community. Did your company just release a piece of research? Turn it into a webinar for IAB members. Are you an expert on some new trend? Put together a panel so that IAB members can discuss, at your place or ours. Let’s figure out a way to make learning continuous and collaborative.

We’re already beginning to put together a free program of learning opportunities. If you are interested in learning more about IAB University or want to be part of the IAB University “faculty” to let us know what you want to teach please start here iab.net/iabu.

And with that…

 About the Author


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IAB Launches Digital Advertising Regulation 101 Guide

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Are you familiar with Section 5 of the FTC Act?   Do you know how the government enforces its privacy laws?  What are the important state and federal laws that are relevant to your business model?

 Historically, the U.S approach to regulating privacy has been largely sectorial, meaning that there are a number of laws in place that address individual industries (e.g., healthcare or financial services) versus the far more comprehensive approach taken by the European Union.

To provide digital advertisers with a basic working knowledge of the current privacy laws applicable to the industry, the IAB has created a Digital Advertising Regulation 101 resource

This guide is for those with a limited understanding of current privacy law who are looking to learn a little bit more about the U.S.’s basic approach to these issues.  It is not meant to provide extensive detail into legislative histories or prognosticate on the outcome of pending privacy cases winding their way through the courts, but instead to give those new to the world of privacy a lay of the land.  

The guide covers all facets of digital advertising regulation.  It explains the basic rules that businesses need to follow, outlines both federal and state regulation, and provides summaries of sector-specific rules pertinent to digital advertising (all linking out to further information for those interested in delving deeper into a certain topic).  

This new resource is a supplement to the IAB’s Legislative and Regulatory Tracker that went online in October of last year.  It is meant to provide a general overview of the policies already in place, while the Legislative Tracker shows up-to-date developments on individual pieces of pending legislation in the context of digital advertising.

About the Author

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Stephen Hicks

Since February 2009, Hicks has served as General Counsel and Corporate Secretary for Ziff Davis, LLC. and its predecessor. Hicks is co-chair of the Interactive Advertising Bureau (IAB) legal affairs committee. Prior to joining Ziff Davis, Hicks served as General Counsel and Secretary for: MTM Technologies Inc. a publicly traded IT services provider and product resller; OutlookSoft Corp. a VC backed international financial software corporation acquired by SAP; and AMICAS Inc. (formerly VitalWorks) a publicly traded medical software corporation. Hicks also worked on the executive staff of Dennis Vacco, the New York State Attorney General; and was an associate at a New York law firm.
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A Conversation with James O’Neill, VP, Director of Interactive Media at RJ Palmer, and Diaz Nesamoney, CEO of Jivox.

The increasing capabilities of digital advertising formats provide new opportunities for marketers to engage prospects and turn them into customers. Central to this endeavor are advertising agencies who translate brand objectives into effective communications programs. Just as important, these agencies also provide the bridge to the most appropriate and effective digital execution technologies to optimize client return on investment. Given the scope and speed of change, the importance of the partnerships between agencies and technology providers cannot be underestimated. It takes close collaboration between marketer, agency, and technology partners to get the most out of digital advertising. 

One such example is the collaboration between RJ Palmer, a leading agency and member of the MDC family, and Jivox, a cross-screen interactive ad platform company and winner of the IAB Digital Video Rising Stars competition. IAB asked James O’Neill (JO), VP, Director of Interactive Media at RJ Palmer, and Diaz Nesamoney (DN), CEO of Jivox, to elaborate on this partnership.

IAB: The team at RJ Palmer were early adopters of the Digital Video Rising Stars. How did you bring this about?

(JO) Many of our clients have a high level of comfort with video being the dominant focal point of their interactive plans.  Since we have been trying to accomplish additional engagement and social interaction goals via various avenues, it serves us well to embed that functionality into the tactic on which clients focus most.

IAB: How have these formats worked for RJ Palmer clients?

(JO) These units have worked really well for us because they continue to realize not only the primary purpose of video - reach, comparable to how television is measured - but also the supplemental benefit of aiding in the achievement of social and engagement milestones.

IAB Full Player Digital Video Rising Star - Zicam demo (courtesy Jivox)

IAB:  What have you learned from your early experiences, and what advice would you give to other agencies considering in-stream interactive digital video advertising?

(JO) The biggest realization has been in the positioning of the performance. When all stakeholders are on board with a campaign’s primary focus and all else is complementary, no one is underwhelmed with what may seem like a low performance for specific interactions. For example, if additional interaction includes a coupon print, no one should compare the number or cost of the coupon prints to a digital consumer promotions campaign with Coupons Inc.; that’s not an apples-to-apples comparison.

(DN) We have learned that less is more - greater user engagement comes not from overloading the ad with lots of buttons and interactions but rather from providing a meaningful set of options with which the user can engage and then leading them into a further immersive experience rather than overwhelming them with choices. We have to keep in mind that the video is the main creative asset, so we shouldn’t lose sight of that.

IAB: How do you measure success with these Digital Video Rising Stars formats?

(JO) Success of these formats still relies on the primary metric of video views but involves more nuances, with engagement rates acting as the differentiator between in-market or interested parties. For example, if reach is the same, wouldn’t a particular execution demonstrate greater value if it proved that the consumers were more likely to engage?

(DN) We use engagement rates measured as the number of times users interacted with the interactive elements in the ads. This is often coupled with engagement time - which measures how much time the user spent engaging with the ad experience. Both of these measures show value in interactive video as a way of creating greater user engagement. 

IAB: All digital display and mobile advertising is interactive, at least via a click-thru, yet the majority of digital video advertising is still not interactive. How do you see this changing?

(JO) I think the death of the click-thru as a primary metric is the reason that digital video is not interactive. The community views digital video more akin to TV, which isn’t interactive at all, so the interactivity and engagement shows no immediate benefit under this construct. In a black-and-white world, splashes of color do nothing until we start applying value to the color.

(DN) We think digital video is where display banners were 10 years ago. The first generation of banners looked much like their newspaper classified ad counterparts, i.e. static and non-interactive. They have, of course, since evolved to where now 40% of banners are rich interactive ads. With digital video, the number is something like 15% of ads being interactive; video ads are still generating high engagement rates even without being interactive, but once we start getting the equivalent of video ad blindness, we will probably see more rich interactive video ads as a way to make them stand out. 

IAB: What technical or operational issues did you have to overcome to launch these campaigns?

(JO) There’s a great deal of inherent risk when suggesting activations like this from a media perspective because we don’t hold the keys to creative assets or thinking. It takes a degree of loosening the grip of control of the process, from both the creative and media sides, to deal with this type of activation.

(DN) The varying sizes of video players - ranging from full-episode, TV-like video players to small players that are banner ad sized - posed a bit of a challenge to delivering creative that looked good regardless of the player size. We developed a “responsive” layout model similar to that used by mobile ads, in that our platform automatically selects a correctly sized layout to match the size of the video player. VPAID support by publishers was also a bit of limiting factor, but that has since largely been addressed now, with most publishers supporting VAST and VPAID standards for interactive video.

About the Author

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Peter Minnium 


As the Head of Brand Initiatives at IAB, Peter Minnium leads a series of initiatives designed to address the under-representation of creative brand advertising online. He can be reached on Twitter @PeterMinnium.
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On May 31, Kevin Conroy, the President of Digital and Enterprise Development for Univision Communications, one of the largest premium Hispanic media companies in the United States, wrote a heartfelt plea in Advertising Age titled, “The Third-Party Cookie Divide Is Debilitating the Industry.”  Pegged to the controversy aroused by the Mozilla Corporation’s announcement that it intended to block third-party cookies by default, Mr. Conroy correctly noted that “third-party cookies are not all bad or all good.”

“The companies behind these controversial tools are established members of the digital-advertising supply chain that provide an array of services, and their relationships with other industry participants should not be defined or determined with one broad stroke,” he added. “All-or-nothing proclamations and actions on this matter represent a dangerous over-simplification that’s creating conflict and putting the industry at risk. This face-off must be replaced with thoughtful and productive discussion recognizing the subtleties of the marketplace, the individual interests of businesses, and the true north that all parties invested in this discord and its resolution share: the desire to deliver value to consumers that is dependent upon trust, comfort and control over their privacy.”

We have taken Mr. Conroy’s admonitions to heart, not just because he is a member of the IAB’s Board of Directors, but because he is right. Conversation is better than isolation; negotiations trump obstinacy; “win-win” is preferable to “you lose.” So we were heartened when Mozilla executives started reaching out to advertising, media, and ad technology industry companies, professing to want to include them among the stakeholder groups whose opinions matter as Mozilla goes about reconfiguring its Firefox browser, which controls 20 percent of the world’s access to the Internet.

Unfortunately, a review of Mozilla’s latest scheme for blocking third party cookies shows it to be worse than its earlier proposals. While Mozilla executives say they are taking in criticism from multiple stakeholders, the company’s own statements and explanations indicate that Mozilla is making extreme value judgments with extraordinary impact on the digital supply chain, securing for itself a significant gatekeeper position in which it and its handpicked minions will be able to determine which voices gain distribution and which do not on the Internet. 

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The Cookied Web

Third-party cookies are an essential part of the Internet content supply chain, and date to the earliest days of the commercial Web, in the mid-1990s. Stored inside a user’s Web browser, they help the browser remember the user’s previous activity. While first-party cookies, as Wikipedia notes, “are cookies set with the same domain (or its subdomain) as your browser’s address bar,” third-party cookies “are cookies set with domains different from the one shown on the address bar.” 

Although third-party cookies have been controversial mechanisms - their privacy implications, particularly the concern that they could be used to maintain identifiable dossiers of consumers and consumer activities, were subjects of Federal Trade Commission hearings in 1996-1997 - they have been part of the way Internet advertising has been delivered, measured, analyzed, optimized, and compensated for more than 15 years. Were they to be embargoed tomorrow, billions of dollars in Internet advertising and hundreds of thousands of jobs dependent on it would disappear.

On June 19, Mozilla - which is both a nonprofit foundation and a for-profit corporation - announced a new plan for blocking third-party cookies in Internet content distribution. In collaboration with Stanford University’s Center for Internet and Society, it said it would establish a “Cookie Clearinghouse,” a body that would “develop and maintain an ‘allow list’ and ‘block list’ to help Internet users make privacy choices as they move through the Internet.”

The Cookie Clearinghouse replaced Mozilla’s earlier concept for controlling the use of third-party cookies: a patch to its Firefox browser which essentially would have blocked all third-party cookies except those specifically allowed by the user. After an uproar from Internet advertising and retail organizations, including the IAB, Mozilla put that plan on hold, announcing that it produced too many “false positives” and “false negatives.”  Specifically, it would block third-party domains even if they share the same owner and operator as a primary domain - an almost pure act of business interference - and failed to block cookies on sites users went to by accident. Mozilla Chief Technology Officer Brendan Eich said “the only credible alternative” to the blunt, poorly designed Firefox patch was “a centralized block-list.”

Centralized solutions may, in fact, be necessary to improve performance, user control, and the safety of the Internet advertising and media supply chain.

We believe the “open source” Internet advertising supply chain, while a foundation for enormous innovation, also introduces vulnerabilities into the advertising and media ecosystem, and we are eager to work with legitimate participants to improve the functioning and safety of this supply chain.  IAB already participates in several such centralized solutions. A prominent one is the Digital Advertising Alliance’s self-regulatory program for online behavioral advertising. This program allows consumers to see how they are being tracked online and by which advertising-related companies, and to selectively opt in and opt out of such tracking. In February 2012, Jon Leibowitz, the then-Chair of the FTC, called the DAA program “a significant step forward.”  Today, trillions of ad impressions a year carry the DAA’s notification icon; millions of consumers have clicked on it and visited the DAA’s Aboutads.info site; and hundreds of thousands have opted in and out of various forms of targeting via the DAA program.

And just this week, the White House praised another IAB initiative, our Quality Assurance Guidelines, a centralized compliance program that, among other things, will help combat the piracy of intellectual property in digital advertising environments.

So our initial opposition to the new Mozilla announcement was not based on hostility to centralized solutions. It was based on our skepticism about Mozilla’s motives and with its ability to follow through on its commitments.

Anti-Business Bias

Mozilla executives say they are not opposed to advertising. Indeed, at the same time the organization is threatening to choke off the ability of Long Tail publishers to monetize their advertising inventory, it is  testing the market for a new advertising product of its own - a suspicious confluence of events, to say the least.

But that aside, the company’s civic positioning and public character are heavily freighted with antipathy toward advertising and the commercial Internet. For example, Mozilla is the world’s largest distributor of Adblock Plus, a browser add-on that impedes advertising delivery on the Internet. Adblock Plus boasts nearly 15 million Firefox users, and is the browser’s no. 1 add-on by far, with more than twice as many users as its no. 2 add-on, Video Download Helper.

Like the piracy of music and movies online, ad blocking appears to be a victimless endeavor, but in fact is a possibly illegal activity that deprives a cascading chain of legitimate enterprises of income. In some markets, Adblock Plus is responsible for stopping as much as 50 percent of mainstream publishers’ ads, significantly harming their revenue stream. For small publishers, the effect is devastating. Niero Gonzalez, the proprietor of the gamer site Destructoid.com and a member of the IAB’s Long Tail Alliance, says that half his users are blocking ads. “This means we’re working twice as hard as ever to sustain our company,” he has written.

When asked about this, Mozilla executives give a figurative shrug and say they are merely responding to their users’ interests, and that Firefox add-ons are community contributions, about which Mozilla does not pass moral judgments.  But of course, this is, at best, a rationalization, and perhaps wholly disingenuous. Like all organizations, Mozilla makes choices and passes judgments every day, which reflect the organization’s values. Mozilla’s active, prominent promotion of Adblock Plus suggests a value system hostile to advertising and the businesses and people dependent on it. If the organization felt strongly about the economic impact of ad blocking on small Web publishers and retailers, it could curb it - or at least cease aiding and abetting it.

An organization’s values also are represented by those with whom it chooses to associate. Here again, Mozilla’s values reflect an aversion toward advertising and the consumer economy to which it is central. The Cookie Clearinghouse launched by Mozilla with Stanford is led by Aleecia M. McDonald, the Director of Privacy at Stanford’s Center for Internet and Society. Dr. McDonald co-chaired the Worldwide Web Consortium’s Tracking Protection Working Group, a body that was supposed to join stakeholders from industry, academic institutions, NGOs, and regulators in developing standards for browser-based mechanisms to enable users to opt out of tracking. Dr. McDonald’s leadership of the group was widely perceived as unsuccessful, in no small part because of her Manichaean point of view that pits privacy interests against business interests, and her impatience with alternative perspectives on the W3C Task Force.  Last July, for example, she said, “Whatever standard the W3C produces will put a number of third parties out of business, but that is okay because that will be a good day for privacy.”  Only since her departure from the W3C has the body managed to struggle closer to a consensus standard.

Dr. McDonald’s insensitivity was on display again last month, when she chose an anti-business extremist for the Advisory Board of her Clearinghouse - Jonathan Mayer, the Stanford graduate student who designed the cookie-blocking patch, and whose intemperate public opposition to the ad industry, consensus-generating processes, and stakeholder negotiations led Mozilla, in a May industry forum, to publicly disavow its connections to him. That Mozilla would subsequently turn to such people to lead a body that will make decisions regarding the life and death of businesses is an indication of the organization’s indifference to the economic stakes involved in its efforts to unilaterally reconfigure the Internet advertising supply chain.

But at least as telling as the presence of anti-business radicals on Mozilla’s “cookie court” is who and what is absent. There are no publishers on it - the people whose livelihoods depend on the sale of digital advertising. There are no executives from ad networks - the companies that are almost solely responsible for helping small publishers earn any income. There are no executives from brand marketers, ad agencies, retailers, e-tailers, or ad technology companies - not a single representative from an ecosystem responsible for creating 5.1 million jobs in and contributing $530 billion annually to the U.S. economy.

In light of this criticism, Mozilla may lean on Stanford to change the composition of its Cookie Clearinghouse, but that alone cannot change the character or complexion of Mozilla or the Stanford Center for Internet and Society, which appear to be those of elitist organizations that hide under the shield of populism to make value judgments about who is worthy of earning a living in the digital age.

The Atomized Individual

We saw this anti-business value system reflected again in the operating details Mozilla has begun to unveil for its Cookie Clearinghouse. These specifics have been doled out sparingly in blog posts and in a sparsely attended discussion Mozilla convened on July 2 at its San Francisco headquarters.

At first blush, Mozilla’s ideology seems inarguable. “We simply believe that when personal data is collected to deliver these [personalized Internet] services, the collection should be done respectfully and with the consent of the consumer,” the company said on its Mozilla Blog on May 10. Its decision to block third-party cookies by default was made “to strike a better balance between personalized ads and the tracking of users across the Web without their consent.” 

Seemingly benign, Mozilla’s ideology is weighted down with counter-historical presumptions. The entire marketing-media ecosystem has subsisted on purchase-behavior data and other forms of research being available without individuals’ consent. R.L. Polk & Co. receives automotive ownership data from some 240 sources, including state governments, auto manufacturers, and financing companies, to create profiles of nearly every vehicle on the road and the people driving them. This data has been central both to the health of the auto industry and to improvements in cars, driving, and auto safety over the years.  

U.S. Census data, too, is a foundation of U.S. economic development. The U.S. Census Bureau maintains a site full of case studies describing how this most personalized data source of all can be used by businesses that want to “gauge the competition,” “calculate market share,” “locate business markets,” “design sales territories and set sales quotas,” and engage in myriad other activities. Not only is this use of anonymous, personal data central to the American economy - it is protected by the U.S. Constitution.

Were such sources of data suddenly to become unavailable - or if they were to shift from default-available to default-closed - whole industries would suffer, and along with them the people they employ and the communities in which they operate.

This is exactly what Mozilla is proposing to do - and what its self-styled libertarian patrons are (paradoxically) urging it to do.

Words like “privacy” and “respect” seem incontestably clear and insistent. Yet they have no single meaning. They are social constructions - and different social constructions have different trade-offs, one of which is the diversity of content, and ideas, on the Internet.

At this moment in the evolution of the Internet, third-party cookies are the technology that makes small publishers economically viable. Their elimination will concentrate ad revenues in a shrinking group of giant media and technology companies. It is incumbent on Mozilla, which claims to defend openness and diversity on the Internet, to reconcile its public values with the diminution in diversity that is bound to occur from its proposed actions.

The Mozillan Ideology

There are four major ideological presumptions underlying Mozilla’s decision to block third-party cookies through its Cookie Clearinghouse:

  • It presumes that blocking third-party cookies by default is better than allowing them by default. 
  • It presumes that an Internet supply chain dependent on a centralized clearinghouse will continue to operate equitably. 
  • It presumes that human involvement only during counter-challenges to the Clearinghouse’s decisions is reasonable and scalable.  
  • It presumes that the establishment of a centralized body to determine which third parties should be exempt from this default behavior is consistent with Mozilla’s mission. 

All of these presumptions are questionable.

Blocking third-party cookies by default is neither better nor worse than allowing them by default- but it does reflect a value judgment which affirms that the sanctity of the individual, in any way he or she chooses, transcends all other values, including important functions of civil society.

Consider, for example, the role of commerce - the freedom to engage in which was a fundamental spark to the American Revolution. Although it may not be as apparent as when a customer enters a physical store, visiting a web site is a commercial act, during which a value exchange occurs.  Consumers receive content, and in exchange are delivered advertising.  The value of the delivered ad is currently calculated based on two essential points of data - where the ad is being delivered, and to whom.  By blocking third-party cookies by default, Mozilla is turning off the anonymized but behaviorally relevant “who” signal, thereby reducing the value of most ads.   The user effectively has been granted a right to engage in a commercial transaction without anyone knowing anything about that transaction, including the other party to the transaction.  This social decision carries costs. By reducing the value of advertising, consumers and businesses will shoulder higher prices, in the form of more ads, more intrusively delivered. Or they will pay more for content. Or they will be asked for more explicitly personal information in return for the content.

The same would be true if another source of prevalent, anonymized, personal data - bar codes and retail scanners - was suddenly embargoed. Costs in the retail supply chain would skyrocket, as stores, distributors, and manufacturers struggle to maintain optimal stocks of goods. No one would benefit - margins would decline everywhere, and consumer prices would rise - but the worthiness of the individual, and his freedom from intrusive inspection of his anonymized toothpaste purchases, would be sanctified.

As the internet becomes further entrenched in modern life, assuring sufficient consumer control grows in importance.  Yet simply flipping a default preference for all consumers does nothing to empower them. Instead, it degrades the opportunities businesses have for delivering conveniently available high quality content, and it promises to raise various kinds of consumption costs on consumers.

Social costs also factor into the equitability of Mozilla’s proposal for a centralized Cookie Clearinghouse. At this time, Mozilla hasn’t made clear the formats for its proposed “block-list” and “accept-list.”  The accept-list is to contain a list of third parties that are exempt from the blanket ban on third-party cookies. This accept-list has two possible implementations of which we are aware:

  1. It could list the domains that are allowed to use cookies in a third party context.  For example, “XYZ can set cookies in a third party context.” 
  2. It could list the domains that are allowed to use cookies in a third party context, and specify which domains on which they are allowed to do so.  For example, “XYZ can set cookies in third party context, but only on ABC and DEF.”  

The first possible implementation introduces a fixed cost to anyone who would want to use third-party cookies for any reason.  This cost would have a higher proportional impact on smaller players, thereby increasing the barriers to entry for new competition.  Depending on the criteria used to evaluate exceptions, this may block several existing business models - those of advertising networks and data brokers, certainly, but also such functions as web analytics, on-page social sharing buttons, and other widgets. 

The second possible implementation introduces significant scaling costs to anyone who would want to use third-party cookies.  It will definitely block social widgets, “share” buttons, “like” buttons, and any other popular business model that depends on user interactions with cookies while the user is away from the first-party “proprietor” site.  At best, the centralized clearinghouse skews towards the incumbent, reducing the opportunity for small innovators to gain a foothold and compete.  At worst, it completely eliminates certain business models. 

Another troublesome, complex, and socially costly feature of Mozilla’s Cookie Clearinghouse involves the use of human intervention to determine which cookie-settings are acceptable and which are not. As currently drafted, the clearinghouse proposes an automated handling of most requests through a “challenge” process, and a manual handling of any contested request through a “counter-challenge” process.  This is troubling, for it empowers unscrupulous actors to leverage the clearinghouse as a tool for disruption of service and to gain competitive advantages.  Specifically, without human oversight, the following situations may occur:

  • An attacker can counter-challenge the exception for a legitimate third party, thereby temporarily blocking the ability of that third party to set cookies. 
  • Multiple attackers can counter-challenge a wide range of legitimate third parties, thereby overloading the staff of the Cookie Clearinghouse, further damaging those legitimate third parties. 
  • Multiple attackers can file challenges as well as counter-challenges to those same challenges, to further increase the workload of the Cookie Clearinghouse staff. 
  • An unscrupulous actor can indicate that it is a legitimate third party, thereby gaining the ability to set third party cookies, and can then migrate to a new domain as soon as a counter-challenge is raised. If done in tandem with a persistent attack on the ability of the Cookie Clearinghouse staff to review counter-challenges, this advantage may be longstanding. 

The creation of a centralized, automated “toggle” exposes all web sites that depend on third party resources to potential disruption.  However, staffing to validate each and every challenge manually is not feasible, either.  By attempting to enhance individual isolationism on the Web, Mozilla could instead turn it into a bureaucratic war zone of competing interests.

Firefox’s Henhouse

For years, Mozilla has portrayed itself as one of the good actors on the Wild West of the Web - a digital Jimmy Stewart out to tame the evil-doing Liberty Valance’s of the virtual world, making it safe for the citizenry to raise barns and families and towns.  “Our mission,” Mozilla proclaims, “is to promote openness, innovation & opportunity on the Web.”

Underlying this mission is a declaration of sorts, something the California foundation labels “The Mozilla Manifesto.” Among its 10 principles are:

2.       2. The Internet is a global public resource that must remain open and accessible

6.       6. The effectiveness of the Internet as a public resource depends upon interoperability (protocols, data formats, content), innovation and decentralized participation worldwide.

The creation of a centralized gate to participation in the digital economy seems to run counter to the goals of an open, accessible, decentralized Internet.  Deciding centrally what is best for consumers - and rendering explicit judgments that individual isolationism is preferable to a diversity of information on the Internet - appears to defy Mozilla’s charter.

Perhaps worse is the organization’s blindness to its own potential, as it evolves inside a cocoon spun by techno-libertarians and academic elites who believe in liberty and freedom for all, as long as they get to decide the definitions of liberty and freedom. By dealing exclusively with the issue of controls around cookies, Mozilla is missing a great opportunity to talk about the options for identity management and safety in a larger scope.  A solution that empowers consumer choice in both the mobile OS and desktop browser spaces would bring significantly more value to all involved parties, and allow Mozilla to promote thought leadership with its nascent Mobile OS.

We’d like to work with Mozilla and other browser makers to get there. In fact, Mozilla should consider this an open, public invitation to join the IAB. We’ll even waive its annual dues for the first year, just to get its people participating in what we do and understanding more deeply the concerns of the digital advertising industry. The same goes for the browser teams at Apple, Google, and Microsoft. These companies already are members of the IAB, some of them highly participatory, but their browser teams remain generally uninvolved in what we do. We are looking to these browser makers, and the other would-be gatekeepers of the Internet, to work with us to resolve a critical social, economic, and cultural dilemma - how to balance the desire for privacy with the value of cultural diversity. 

Unfortunately, the new proposal from Mozilla is not that resolution. Rather, it and other browser makers continue to fight their solo war against each other, leaving the rest of us as potential collateral damage.

So to summarize, here’s what we would like to see from Mozilla:

  • Block the ad-blockers, and turn your backs on those who delight in destroying others’ livelihoods.
  • Don’t align yourself with individuals and groups whose history shows them unwilling to strive for consensus among multiple stakeholder groups.
  • Strive to protect user privacy and anonymity, but understand that these are different than user isolationism.
  • Show publishers, agencies, and marketers that you care about their businesses, and work toward solutions that help content get distributed and fairly compensated.
  • Elevate the diversity of Web content to your highest value of all. And work with us to achieve it.


About the Author
sp_rothenberg_randall_100x134.jpgRandall Rothenberg

Randall Rothenberg is President and Chief Executive Officer, Interactive Advertising Bureau.

Last week, after a round of visits with advertising organizations and private declarations that its cookie-blocking plan was not a “done deal,” Mozilla Foundation, the lucrative nonprofit whose Firefox browser controls 20 percent of the world’s access to the Web, launched a new proposal to “address privacy concerns related to third party cookies in a rational, trusted, transparent and consistent manner.”

But Mozilla’s “Cookie Clearinghouse”  is neither new nor a proposal, inasmuch as the no. 2 browser-maker seems hell-bent on implementing on a tight deadline cookie-blocking by fiat. It is not a clearinghouse for cookies - it is a kangaroo cookie court, an arbitrary group determining who can do business with whom.  It replaces the principle of consumer choice with an arrogant “Mozilla knows best” system. It is not “independent,” as Mozilla claims, but is stocked with self-interested academic elites with whom Mozilla has long histories. Nor is it rational, trusted, or transparent, as I will describe below. 

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But oh, is it consistent - consistent with the history of large technology providers with substantial market shares wielding the indisputably virtuous concept of “consumerism” as a weapon to fight competitive battles. These browser warriors are indifferent to the collateral damage they might create among the small publishers, retailers, and other businesses that employ more than 5 million Americans, account for 3.7 percent of U.S. gross domestic product, and define the Internet’s richness and diversity.

In February 2012, the IAB and the other groups comprising the Digital Advertising Alliance agreed eagerly with the White House and the Federal Trade Commission to work with the major browser companies to honor browser-based choice for the DAA Principles - principles that underlie a successful self-regulatory mechanism to enable consumers to manage their data in digital environments, including the management of third-party cookies. That agreement, which involved several stakeholder groups, earned praise from the Obama Administration, the Commerce Department, and the FTC. It contrasted sharply with the ongoing challenges experienced by the Worldwide Web Consortium (W3C), the NGO that manages the Internet’s underlying technical standards, in developing similar consensus-based consumer-choice mechanisms for the management of data, privacy, and “do not track” options.

Mozilla’s “Cookie Court” is just another blatant attempt by a powerful tech company to destabilize efforts by multiple stakeholders to reach consensus about how lives and livelihoods should be aligned in the Internet era. Mozilla is reassembling the players whose inexperience and antipathy to negotiation and consensus have subverted the early W3C processes. Its members have blithely gloated about their willingness to “put a number of third parties out of business.” They include technological totalitarians who dismiss negotiations with the haughty declaration that “it’s very difficult to see a long-term consensus approach,” and who equate corporate imposition of “the technologies at the browsers’ disposal” with “the consumers’ side.” 

We admit we were hopeful when Mozilla proffered that its new system for managing cookies would make exceptions for “sites complying with DAA opt-out and supporting DNT.” But its proposal does nothing of the sort. Hundreds of companies, representing thousands of Web sites, belong to the DAA program; yet their advertising will be peremptorily blocked by Mozilla’s system.  Tens of millions of consumers who have visited the DAA site and affirmatively opted to do nothing — effectively choosing to allow ads relevant to them to be delivered — will find their choice sabotaged.  And Mozilla’s argument that sites “supporting DNT” may still be able to deliver relevant advertising is disingenuous.  Since there is not yet a consensus definition for DNT - partly because Mozilla allies have so mismanaged or undermined the process for reaching consensus - it’s not currently possible for sites to support it. 

Worse, there is nothing in the Mozilla system that recognizes, let alone offers solutions for, the particular needs of the many thousands of small publishers and retailers that depend on the Internet supply chain and the third-party cookies that, however imperfectly, are a central component of it. By making it punishingly difficult for advertisers to reach highly engaged audience segments through small publishers dependent on this third-party-cookie supply chain, Mozilla’s new system will prompt marketers to concentrate their ad buys among a tiny handful of giant Internet companies that dominate the deployment of first-party cookies. This fear has led almost one thousand “long tail” Internet companies to sign a petition asking Mozilla to reconsider its determination to block third-party cookies by decree.

The open-source Internet supply chain is a wellspring of strength; it has fostered one of the greatest fast waves of economic and cultural innovation in modern history. It is also a source of weakness, because it creates vulnerabilities in securing individuals’ and companies’ data and in assuring their desire to keep certain activities and interests private. But acknowledging and correcting for those weaknesses doesn’t require taking a blunt sledgehammer and destroying the digital supply chain. Rather, we need rational, consensus solutions that will meet all major stakeholders’ needs.

That Mozilla doesn’t understand this is unsurprising. After all, it represents nobody. It is part of a global distribution cartel whose members have been in a perpetual state of war with each other for 15 years. Browser makers should not be dictating the kind of economic and cultural policies Mozilla is trying to implement any more than television set manufacturers should be deciding which shows make it to your home.

The IAB, our constituents, and our partners in the DAA, have engaged in a serious effort to participate in consensus-building around the complex issues of protecting consumer choice and privacy while enabling the commercial activity that supports a diverse and robust internet.  We welcome other serious participants. We do not welcome Mozilla’s proposed kangaroo court led by the very people who have thwarted consensus in the past … and who have evinced not an iota of concern for the publishers, small businesses, and hundreds of thousands of people that depend on Internet advertising for their livelihood.

About the Author
sp_rothenberg_randall_100x134.jpgRandall Rothenberg


Randall Rothenberg is President and Chief Executive Officer, Interactive Advertising Bureau. 

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Small Publishers Tell Congress: Don't Forget About Me

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“What keeps us coming back is that this event opens an opportunity for us that we don’t have on our own. Yes, we could call and make an appointment with someone in Congress, but we wouldn’t have the same impact. Secondly, this is a chance for us to network and get together with people who do similar jobs as us, and that’s very rare. There are a lot of long tail publishers, but not a lot of community amongst them. There are a lot of best practices and lessons learned that doesn’t get passed on. This gives us a chance to get input from other people in the industry and network on a personal basis.”  
— James Martin, Community Powered Media

Last week, more than 50 small publishers came to Washington D.C. to meet with 27 House and 9 Senate offices, representing 24 districts and 11 states plus the District of Columbia. Small publishers converged on DC to highlight the importance of the advertising-supported internet empowering small business growth in America.

Now in its fifth year, the IAB Long Tail Alliance Fly-In  brings small publishers to Washington, DC to educate Congress about what digital advertising means to them, their employees and their families. Small publishers, known as the “long tail” of the internet,  have been created and transformed in massive numbers across the U.S. with the advent of the ad-supported internet. Providing information and resources on a diversity of topics ranging from baking to politics, these small publishers represent the very best of the new economy of the internet.

The digital media landscape is not just about the larger players in the marketplace, but also the diversity of smaller voices seeking success on their own terms and scale. This annual trip to Washington for small publishers is part of IAB’s commitment to make sure that Capitol Hill does not overlook this crucial base of the internet economy that is powered by digital advertising.

Fly-In 2013Providing an opportunity for small publishers to speak directly to Congress  is the best means to bring to life the very real threat posed by ill-conceived legislation that would disproportionately impact small publishers. These small publishers  are the new face of ‘mom and pop’ shops. They represent a diversity of voices that simply could not exist without interactive advertising.

The Fly-In also included a full day of training sessions and roundtable discussions created specifically to address the business interests of small publishers. Small publishers, ad networks, and media executives shared actionable insights on how the community of small publishers can improve their businesses. The two-day event also served as a unique networking opportunity for small publishers, who, for the most part, work from their homes and have limited opportunities to meet other small publishers like themselves.

About the Author

Alison Pepper

Alison Pepper

Alison Pepper is Senior Director of Public Policy, Interactive Advertising Bureau.

IAB Goes Native

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“Native advertising” is one of the most confounding phrases to captivate mind-share in the digital marketing arena. We all know that marketers are excited about it, but the ecosystem has yet to come up with a concrete definition of this buzzworthy approach to interactive advertising.

The confusion has reached a fever pitch, with Rob Macdonald, Vice President of Business Development at m6d finally writing down the words that so many have wanted to say…

“Please Obi-Wan Rothenberg, you’re our only hope!”

Rob really did include that line in a comment he wrote on a recent Digiday piece - but in all seriousness, the sentiment is in keeping with a widespread outcry from our members.

Native advertising is gaining in popularity, but stakeholders need to coalesce around definitions and best practices, if we’re going to be able to drive the native movement to scale. The confusion and chaos must be eradicated, and the first step in IAB forging a path in this direction is the development of a new IAB Native Advertising Task Force.

The group had its first meeting earlier this week and a number of key concerns were immediately raised:

•    How do we distinguish between native web advertising and its mobile brethren?
•    Is native allowed to be disruptive?
•    How can we clearly delineate between native ad content and pure editorial?
•    How do we define measurement and metrics surrounding native?
•    Where do ad creatives fit into the native mix?


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Even with disparate voices in the room - many of them in senior leadership roles - common goals quickly began to take shape.

First and foremost, the task force will aim to establish a framework for the native advertising space by putting forth a prospectus that clearly lays out today’s “native” landscape. This prospectus, targeted to advertisers, publishers, and ad tech providers, will need to be clear enough that the industry has a guiding light and broad enough that it can expand over time—while also providing a basis for further IAB initiatives in this space.

And, speaking of further efforts in the space, IAB has also kicked off a new Content Marketing Task Force, which may—or may not—be seen as an umbrella for or a cousin to the Native Advertising group.


taskforce3.JPGSo, light sabers aside, IAB is jumping into the fray. Debate, consensus and more debate are surely to follow, but we plan to be at the center of the conversation, providing a clear road ahead for these two vital advertising concepts to evolve into strong players in the digital marketing arena.

About the Author

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Susan Borst

Susan Borst is the Director, Industry Initiatives at the IAB focusing on Social Media, B2B, Games, Content Marketing and Native Advertising. She can be reached on Twitter @susanborst.

The advertising ecosystem today is inventing smart, unique campaigns that use the latest interactive advances to engage consumers. The results are powerful.  With audiences bombarded by marketing messages in every medium, advertisers are pushing the envelope to get attention and creating a truly dynamic marketplace as they surprise, delight, and win followers.

In response, we’ve added seven new categories to this year’s IAB MIXX Awards to make sure the best, most forward-thinking work gets noticed. Through the global IAB MIXX Awards, the IAB recognizes the talent that crafts this innovative, leading edge and high impact creative. The new categories give the digital industry more opportunities to showcase how brands and agencies move their business - and the advertising industry - forward.

Iab-mixx-awards-2013-logo.jpgBranded Utility
A successful branded utility campaign has the power to embed the use of the brand into consumers’ everyday behavior—Nike+ FuelBand, the 2013 IAB MIXX Awards Gold winner in Digital Integration—is the perfect example.  David’s Bridal recently got media attention for its app that lets brides make wish lists, interact with bridesmaids, keep track of their bridal purchases, plan the wedding party, show her current mood through an icon, upload images, log-in via Facebook and send invites to friends through the social network.  Those newlyweds might then move on to using the Chip It! app from 2012 IAB MIXX Awards’ “Best in Show” winners Sherwin Williams and McKinney that lets you match real world colors with paint colors. 

Content Marketing
Content marketing is increasingly recognized as a new channel for brand marketers.  At least two major agencies recently announced new units devoted to helping clients with content marketing development.  American Express is well known for its “OPEN” Forum dispensing advice of all kinds to small businesses.  Lincoln Motor Company’s “Lincoln Now” site features content that celebrates design, technology and art, and in the process, the company’s 90-year history of making cars.

Augmented Reality
Augmented reality campaigns take advantage of consumers’ addictive smartphone behavior by creating often game-like apps that communicate brand messages in clever ways.  How do you get an adult audience to rekindle their love of Lucky Charms cereal?  This year Lucky Charms agency Saatchi and Saatchi created an augmented reality app that sent customers on a “Chase for the Charms,” complete with a $10,000 “pot of gold” at the end of the rainbow.

Custom Mobile Rich Media Display  AND IAB Standard Mobile Rich Media Display

With mobile advertising skyrocketing by 111% in 2012 as reported in our recent study, brands are out to take advantage of the landslide shift of eyeballs to mobile. Major publishers like USA Today, New York Times, ESPN and more are hosting rich media ads on their mobile apps, and platforms like Google, Twitter, Facebook and Pandora are drawing huge mobile audiences.  Last year the IAB established its first-ever mobile ad standards — the Mobile Rising Stars.  Agencies are expressing great creative ideas through these new formats with great consumer and business effect.  For example, Dunkin’ Donuts and Celtra used Facebook for a mobile ad using rich media and HTML5 to let users customize their perfect drink.

Clicks-to-Bricks
Retail brand marketers are using interactive in significant ways to drive traffic to their brick and mortar stores.  Macy’s created an all-purpose Black Friday app last November that enabled shoppers to preview and get push notification on Black Friday specials, create lists to share with friends and family, direct shoppers toward local store specials and preview exclusive items.  The app’s debut coincided with Macy’s holiday broadcast campaign featuring spots with Justin Bieber, Carlos Santana, Martha Stewart and Taylor Swift.  The IAB MIXX Awards honor not just creativity but impact and nowhere is ROI felt more immediately than in a retail environment

What’s next? We’ve added one final category to find out:

Can’t be Contained!  - Any execution so experimental and innovative that it defies categorization in the IAB MIXX Awards!
Technology is moving fast, and cutting edge agencies and brand marketers are keeping up with it.  “Can’t be Contained” offers agencies and brand marketers the chance to submit their campaigns using the latest most experimental, groundbreaking technology.  No doubt there are even more forward thinking digitally savvy campaigns on the horizon.

Learn more about the global IAB MIXX Awards at iab.net/mixxawards.

About the Author 
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Peter Minnium
As the Head of Brand Initiatives at IAB, Peter Minnium leads a series of initiatives designed to address the under-representation of creative brand advertising online. He can be reached on Twitter @PeterMinnium.

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Images - ever a staple of the web and still worth a thousand words - have taken on increased significance due in large part to the explosion of cameras on mobile devices and the popularity of social imaging sites like Pinterest and Instagram. Yet, with seemingly every inch of web page real estate already monetized, it is surprising that most publishers haven’t unlocked the revenue potential of images. 

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However, thanks to the advent of image-based advertising and the efforts of a few IAB member companies, including GumGum, Luminate, Stipple and Vibrant Media that is changing, and quickly. Growing interest in the revolutionary advertising format led these four category leaders to form an exploratory Image-Based Advertising Task Force as part of the IAB Networks & Exchanges Committee.

Image-based advertising, also known as in-image advertising, uses image recognition and contextual advertising technology to identify image content and context, thereby allowing advertisers to serve relevant ads and embedded links to more information or e-commerce opportunities directly over a related image. Early indications from advertisers are that engagement and brand metrics exceed those of standard ad formats, and publishers are happy to generate incremental revenue that coincides with a good user experience.

The primary goals of the Image-Based Advertising Task Force are to quantify the market size and potential and to educate advertisers and publishers about guidelines for using the new format. In the coming weeks, look for the group to publish an image-based advertising buyer’s guide that will include definitions and distinctions between the providers. In the coming months, the task force plans to host training events and webinars to better acquaint the industry with this exciting new display advertising format.  Who knows?  Perhaps an IAB standard for image-based advertising isn’t far behind. 

About the Author
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Tony Winders
Tony Winders is a member of the IAB Networks & Exchanges Committee and Senior Vice President of Marketing for GumGum, the premium in-image advertising platform for publishers and brands, where he leads the company’s positioning strategy, product marketing and communications. He can be reached on Twitter @tonywinders.
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We Want Your Great Debate Privacy Questions

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As soon as I heard about the theme of this year’s IAB Leadership Meeting I immediately asked my friends at IAB to find a role for me there. I do cover big data and how marketers use it for Advertising Age, after all, so it seemed a perfect fit.

I‘ll admit, though, the chance of catching a couple spring training games the weekend before the conference piqued my interest just a tad, too.

Well, IAB came through with an exciting opportunity for me: channel your inner Candy Crowley and moderate the annual Great Debate. The privacy, self-regulatory and government beat has been an important one for me over the years covering digital advertising, and this year’s Great Debate will help advance the discussion around privacy related topics. For years, digital marketers and privacy advocates have talked at each other, usually from opposite ends of the spectrum.

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In Phoenix on February 26, they’ll comingle on the same stage, and hopefully elevate the conversation to a new level. My goal as moderator is to get beyond the buzzwords and rhetoric. And — no offense to the Candy Crowleys and Jim Lehrers of the world — I hope I’m more successful than most presidential debate moderators in that mission.

Sure, I’ll come armed with some poignant questions intended to spark a lively and educational conversation. But I need your help and involvement, too.

Here’s your task: Ponder the important issues related to consumer data privacy and how marketers collect, store and use data. Think about topics like PII, anonymization, the prevalence of tracking tags, industry self-regulation, our favorite little blue icon, government intervention from legislators and the FTC, the emerging privacy services market…the list goes on and on.

Come up with the best question you can think of that will get our debate panel off their talking points and into a real discussion. Maybe it will get heated - heck, we’ll be in Arizona, right? Submit your best question by tweeting it to @IAB and including the hashtag #IABALM. We’ll sift through all of them and pluck out the cream of the crop, and you may get to ask the question yourself during the Great Debate.

I look forward to reading your questions and saying hello to you in Phoenix later this month!

About the Author

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Kate Kaye
Kate Kaye covers the data industry for Advertising Age. Before joining Ad Age in November 2012, Kate worked as a writer and reporter covering the digital marketing industry since 2000, focusing on beats including data-driven targeting, privacy, and government regulation. Kate helped cultivate the online political campaign beat and in 2009 wrote “Campaign ‘08 A Turning Point for Digital Media,” a book about the digital media efforts of the 2008 presidential campaigns. Before joining Ad Age, Kate was managing editor of ClickZ News, where she worked for nearly 7 years. 


Announcing the 2013 IAB Committee & Council Co-Chairs

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The efforts made by the members of IAB’s committees, councils, working groups, and taskforces have resulted in the development of guidelines, standards, best practices and more, that help to solve operational inefficiencies and define the future of digital advertising.  These elite groups are led by our Committee and Council Co-Chairs, who are responsible for developing agendas, setting goals, and strengthening collaborative relationships among our membership.

The IAB congratulates the 2013 Committee & Council Co-Chairs, who have demonstrated through leadership and participation their commitment to the industry’s growth and success. You can also follow them on our Twitter list.CC2013cochairs.png

About the Author

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Julie Van Ullen

Julie Van Ullen is the Vice President of Member Services at the Interactive Advertising Bureau. Ms. Van Ullen oversees member acquisition, participation, and retention programs. In addition, she works with designated member leaders to develop strategic, market-marking initiatives for execution within IAB’s Committees and Councils.

 

Content Marketing: Who's The Boss?

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Leading publishers and technology providers discuss innovative, collaborative content sharing efforts

While it is the year of data, mobile, and the snake, 2013 also continues to revitalize the age-old trend of content marketing and syndication. It seems these ideas are so old they’re new again.

John Deere has been doing it since 1895 with “The Furrow,” so what is making content marketing so attractive now to the modern marketer? While there is no clear cut definition of content marketing, I would put forth that it is content created by a brand, that even if the branding were removed, that the content would still be valuable and engaging to a reader. If done well, it creates positive brand connotation. And if we work with that definition, it makes sense that the modern marketer (much like the modern publisher) wants to get the attention of content-ravenous consumers, most of whom have one or more devices attached to them at any given moment with which to consume.

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CM Town Hall Kontera.jpgiabcmjoepanel.jpgLast week, the IAB held a Content Marketing Town Hall to foster a discussion around both the concerns and opportunities publishers have in the content marketing and syndication space. The IAB AdLab was packed to the brim. Publishers came with some fears about brands honing in on the content business. To open the day, Andrew Susman, President & CEO of StudioOne and ICSC Board Chairman, reminded us with calming voice that,iabcmforbes.jpgiabcmMinniumMartini.jpg“Currently the industry sees branded content as a type of media buy, but actually it’s a type of content. If you bring audience to branded content - you get content marketing.” 

Joe Pulizzi, Founder of the Content Marketing Institute, delivered the opening keynote of the day, outlining the opportunity for publishers and brands to work together to deliver relevant content to consumers, whether branded or editorial, because, as Jonathan Perelman, VP Agency Strategy and Industry Development at BuzzFeed later noted, “Great content finds its audience.” So it seems that the name of the game is getting engaging content in a place where your readers will consume it, whether you’re a publisher embracing branded content on your site, or you’re looking to syndicate out your editorial content to brands. 

One concern did resound in the room around advertorial content. Should there be guidelines that clearly denote advertorial content? Do ethical standards need to be set for branded content and along with it, best practices on transparency and disclosure? Do we need to create sponsored content labeling conventions? And especially as automated platforms serve up content, how can we ensure that we’re seamlessly integrating advertorial content but not duping readers? The need to ensure will undoubtedly be an ongoing conversation within the IAB, among our membership, and in the industry as a whole.

Download Content Marketing Insights from IAB’s January 2013 Town Hall 

The IAB Content Marketing Town Hall was held on January 24, 2013. Moderated by Susan Borst, Director, Industry Initiatives, IAB, the following industry leaders presented at this IAB member-exclusive event:

Amy Hyde, Product Strategy & Business Development R&D Ventures, New York Times Company

Andrew Susman, President and CEO, StudioOne; Board Chairman, ICSC

Asli Hamamci, Director, Digital, Mindshare

Bill Powers, EVP - Corporate Development, Swoop

Brett Curtis, Global Business Director, Thomson Reuters

Greg Cypes, Director of Product, AddThis

Hal Muchnick, President, Kontera

Joe Pulizzi, Founder, Content Marketing Institute

John LoGioco, SVP & GM, Outbrain

Jonathan Perelman, VP Agency Strategy & Industry Development, Buzzfeed

Ken Zinn, DVP of Marketing - Online Business Unit, Sears Holding

Mark Howard, SVP - Digital Advertising Strategy, Forbes Media

Michael Goefron, Director of Operations, Unruly Media

Peter Minnium, Head of Digital Brand Initiatives, IAB

Shafqat Islam, Co-Founder & CEO, Newscred

Skip Brand, CEO, Martini Media

Tim Clark, Corporate Blogs Editor-in-Chief & Social Media Strategist, SAP


 About the Author

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Julie Van Ullen

Julie Van Ullen is the Vice President of Member Services at the Interactive Advertising Bureau. Ms. Van Ullen oversees member acquisition, participation, and retention programs. In addition, she works with designated member leaders to develop strategic, market-marking initiatives for execution within IAB’s Committees and Councils.

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