IAB Informer Archive- April, 2006


New York, NY (April 20, 2006) – The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) today released the Internet Advertising Revenue Report including final numbers for Q3, Q4, and full year 2005.  The report states that Search, Classifieds, Display, and Rich Media all continue to grow at a healthy rate.  Overall internet advertising revenues (U.S.) for 2005 totaled $12.5 billion, a new annual record exceeding 2004 by 30%.  Q4 2005 internet advertising revenues totaled a record $3.6 billion, representing a 34% increase over same period in 2004.

”Interactive Advertising continues to experience tremendous growth as marketers experience its overall effectiveness in building brands and delivering online and offline sales,” said Greg Stuart, CEO, Interactive Advertising Bureau. “We are confident that this growth trend will continue as more marketers find Interactive to be an imperative and additional platforms including broadband video, gaming, iPTV and others continue to emerge as real opportunities.” 

“The Internet continues to be a vibrant and ever-changing channel, providing advertisers with broad offerings that enable them to promote their brands using a highly cost effective platform,” says David Silverman, Partner, Assurance, PricewaterhouseCoopers. “This year’s record figure of annual internet advertising revenue demonstrates the enduring enthusiasm for the medium as a whole.”

“Continued strong growth in online advertising documents that an increasing number of advertisers and marketers see the Internet is an essential brand-building component in their media planning,” adds Peter Petrusky, Director, Advisory, PricewaterhouseCoopers. “The Internet delivers the right audience at the right time - a winning combination for all types of marketers. We expect to see continued growth in Internet advertising spend."

Download FY 2005 Internet Advertising Revenue Report (1.11MB pdf)
(April 20, 2006)

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The Leadership Forum: Broadband and Beyond is filling up at a record pace. Last year’s event sold out and this year’s is sure to also. Register Now and don’t miss out. Be there with the leading publishers, marketers and agencies including American Express, Pfizer, Polo Ralph Lauren, Digitas, Starcom and many more

Broadband and emerging technologies are redefining advertising by delivering the true power of engagement. As consumer generated media continues to build and the media landscape becomes ever more fragmented, marketers must learn to harness and integrate these new platforms as an integral part of their marketing strategies or risk becoming irrelevant.

The IAB Leadership Forum Broadband and Beyond is the one event that provides marketers and agencies with the latest tools, techniques and analysis on how broadband it redefining advertising and allowing for an unprecedented level of consumer engagement.

Produced by:
Sponsorship Opportunities
are rapidly selling out and with attendee response significantly outpacing last year the remaining spots will go fast. Act Now! To sponsor, please contact Andrew Q. Kraft at [email protected].

Speaking Opportunities
We have a few openings remaining for brand marketers on our agenda. If you are interested please contact Josh Brous at [email protected].

For a full agenda, visit www.iab.net/broadband2006

When: May 15, 2006
8:00am – 8:45am – Registration
8:45am – 6:15am – General Session
6:15pm – 7:15pm – Cocktail Party

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Rich Media Measurement
The Measurement Task Force and Rich Media Task Force are contributing members to a Rich Media Measurement Working Group that is working together to develop a standard, and draft guidelines around, the counting of a rich media ad impression. Any IAB Member-company who is involved in the serving of rich media advertising should be a part of this working group which will have its first meeting on Thursday, April 27th from 1-3pm. For more information, please contact Erica at [email protected].

Certified Ad Impression Measurement
IAB members continue to pursue auditing and certification in support of industry wide standards for certified ad impression numbers. For a list of companies who have completed or are committed to certification, please visit www.iab.net/standards/measurement.asp.
For more information, please contact Leo at [email protected].

If you would like more information on any of the committees, please email [email protected].


Broadband Video Commerical Measurements Guidelines
In a continued effort to lend efficiency to the online ad creation and media buying communities and to foster an environment of open dialogue on outstanding issues and concerns, the IAB’s Broadband Committee and Measurement Task Force are in the process of creating a set of Broadband Video Commercial Measurement Guidelines. As broadband proliferates, the interactive industry recognizes the importance of delivering a standardized set of measurement guidelines earlier rather than later so that infrastructure development and business practices can be informed at the earliest stage.

These Guidelines are intended to further supplement the Ad Campaign Measurement and Audit Guidelines released in 2004, which details the standard for counting an online ad impression. Specifically, broadband video commercial measurement guidelines will determine at what point a broadband video commercial is counted. A “Broadband Video Commercial” is defined as a commercial that may appear before, during, and after a variety of content including streaming video, animation, gaming, and music video content in a player environment. This definition includes Broadband Video Commercials that appear in live, archived, and downloadable streaming content.

These guidelines address on-line browser or browser-equivalent based Internet activity that involves streaming video and audio advertising content and are principally applicable to Internet media companies and ad-serving organizations.

For more information, please visit
www.iab net/standards/broadband_video.asp or contact Erica at [email protected].


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If you have not heard of AdEx, please contact Leo Scullin immediately.

Data feeds are scheduled to begin in late 2006 and your ad ops teams will need lead time to be ready.

The AdEx (Advertising Expenditure Service) initiative is currently signing up its first wave of participants. Major publishers have signed on in support of the improved competitive analysis data that AdEx will provide both buyers and sellers of online advertising. By reporting actual delivered impressions and estimated revenue based on rate cards for publishers and advertisers, AdEx will be the most reliable and credible source of online activity available.


Media Credit System
If your finance and collections department is not subscribing to the Media Credit System, then it does not have the information it needs to do its job. MCS tracks payment histories of over 8000 advertisers and agencies (by billing address) and gives you the right data to make strategic sales, credit, and collections decisions. With current subscribers already accounting for over 70% of all online revenue, including 24/7 Real Media, Advertising.com, AOL, Google, MSN, and Yahoo, how can you not be signed up? Contact Jeremy Fain (
[email protected]) how your company can get involved or visit the website at mcs.iab.net.

The IAB/ABCe International Spiders & Bots List
The IAB/ABCe International Spiders & Bots List is the most comprehensive public list of non-human user agents in the world. Updated monthly by some of the largest publishers and most experience web-audit experts, this list is necessary for accurately filtering your advertising and web server logs. Without it, you will never know who is real and who is not. Contact Jeremy Fain (
[email protected]) if you have questions, or visit the website at http://www.iab.net/standards/spiders/Spiders.asp.

Truste Trusted Download Program
Truste, the leading online privacy certification organization, has partnered with major online consumer portals and other industry leaders to develop standards and a certification program for downloadable applications.

A lack of standard and definitions has made it difficult for consumers and businesses alike to determine what it “spyware” and what is legitimate software. The Trusted Download Program certification program combines strict standards, thorough review, ongoing monitoring, enforcement mechanisms and powerful market incentives.

Please visit www.truste.org/trusteddownload to learn more about the program.

Ts&Cs Late Creative
Last month the IAB and its Ts&Cs Task Force released a press release announcing a recommendation that all IAB members enforce the Late Creative provision as stated in the IAB/AAAAs Terms & Conditions v2.0.  The following is a list of companies who have publicly stated their intention to enforce a late creative policy within the next 3-6 months:

  • ABC.com
  • ABCNews.com
  • About.com
  • AccuWeather.com
  • Allrecipes.com
  • American Greetings
  • AOL
  • BusinessWeek Online
  • CNET Networks, Inc.


  • Disney Online
  • ESPN.com
  • Forbes.com
  • IAC Advertising Solutions
  • iVillage
  • Kelley Blue Book’s kbb.com
  • Local Media Network/WorldNow
  • LPI Media


  • MSN
  • MTV Networks
  • National Geographic
  • NYTimes.com
  • TVGuide.com
  • Vibrant Media
  • Weather.com
  • Yahoo!


Members may still add their company to the list on www.iab.net/standards/tandc.asp.  Please contact [email protected] for more information.

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Everyone in the marketing business has been predicting the rise of completely fragmented, highly customized media for years. Now that it’s actually happened, how should those constituencies adapt to revolutions that include everything from the VOD-driven video iPod to gaming and blogs? This two-day conference, featuring speakers from major clients, agencies and media companies, will give you the download.

If you are a brand marketing executive, product marketing manager, interactive marketing executive, brand strategy director, creative director, or media executive, you must attend the Digital Marketing Conference!

Designed by the editors of Adweek, Brandweek and Mediaweek magazines, the conference incorporates case studies and real-life metrics in every session. A keynote address will be given by Carla Hendra, Co-Chief Executive Officer of Ogilvy North America.

For a complete agenda and to register, visit



Confirmed speakers include:

Rishad Tobaccowala
Chief Executive Officer

Michael Barrett
Executive Vice President
AOL Media Networks

Sean Finnegan
U.S. Director
OMD Digital

Matt Freeman
Worldwide CEO
Tribal DDB Worldwide

Clark Kokich
Worldwide President
Avenue A | Razorfish

Mike Shaw
President, Sales & Marketing
ABC Television Network

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The 47th international Clio Awards Festival will be held May 13-16, 2006, in Miami Beach, Florida. A variety of exciting events are planned, including the opening night Hall of Fame reception; a Lifetime Achievement Award presentation honoring R/GA's Bob Greenberg; creative workshops, seminars and exhibits; two awards galas; and screenings of the Clio TV Shortlist. For more information visit



Welcome to The IAB’s New Members:

Adscape Media – www.adscapemedia.com
Dennis Digital/Maxim Online – www.maximonline.com
MallTV – www.malltv.com
Operative – www.operative.com
Perfect Market – www.snap.com

PricewaterhouseCoopers – www.pwc.com
QuePasa.com – www.quepasa.com
SixApart, LTD. – www.sixapart.com
TARGUSinfo – www.targusinfo.com
Waterfront Media – www.waterfrontmedia.com

Committee Feature

IAB’s Games Committee Sparks Interest
The IAB Games Committee has sparked interest from many gaming-industry members in the past two months. Chaired by Dave Madden, Wild Tangent, the Games Committee is tackling barriers facing the gaming industry.
The committee is currently working on efforts to develop education resources that will help create a common vernacular to make it easier for advertisers to understand the gaming industry.

Also seated in the committee are:

Matthew Anello , UGO
Frank Babbitt, Adscape Media
Claudia Batten, Massive Inc.
Ira Becker, Ziff Davis Media
Suzette Cabildo, Warner Bros.
Anne Claudio, Gamespot
David Cooper, Future US
Drew Curby, IGN Entertainment
Mitchell Davis, Massive Inc.
David Dickman, Yahoo!
David Enberg, Kaboose.com
Lydia Estrada, Ignited Minds
Chuck Frizelle, MSN
Chris George, IGN Entertainment
Peter Glover, AtomShockwave
David Goldberg, IDG Entertainment
Marcelo Guerra, Organic, Inc.
Kevin Haley, Advertising.com


David Haslam, Bell South Internet
Darren Herman, IGA Partners
Loretta Ho, EyeBlaster
Bob Huseby, IDG Entertainment
Garry Kitchen, Skyworks Tech.
Bob Lonigro, Electronic Arts
Megan Murray, Advertising.com
Eric Picard, MSN
Loren Pokorny, MSN
Suzie Reider, Gamespot
Jerrold Son, Vendare Media
Michael Stoeckel III, Fox Interactive
Emily-Jane Throckmorton, IDG
Ryan Treichler, Accipiter
Mike Vann, Skyworks Tech.
Charles Walter, Univision Online
Jeramie Wright, NBA.com


If you are interested in
participating in this committee, or any other, please contact:

Jayne Dow, Director Membership & Committees [email protected] or Tom Liodice, Member Services Coordinator, [email protected]

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Member Spotlight

Cendant Travel Distribution
The comprised businesses of Travel Distribution Services create one of the most geographically diverse and vertically integrated travel companies in the global travel industry. Travel Distribution Services is focused on changing the experience of travel by improving systems, making processes more efficient and employing a more customer-focused approach. Travel Distribution Services is dedicated to identifying, qualifying and delivering maximum value to its customers.

Cendant has a number of compelling consumer offerings that provide the leisure traveler with breadth of choice, great value — both online and offline — and solid customer service. The 22 brands that comprise Travel Distribution Services include some of the most well-known sites that consumers use everyday, such as www.orbitz.com, www.cheaptickets.com and www.away.com.

We are pleased to welcome Cendant Travel Distribution as a new member of the IAB and look forward to working closely with them.