IAB Informer Archive- May, 2006

The Leadership Forum: Broadband and Beyond is sold out!

Attendees will network with leading marketers and agencies including American Express, Astra Zeneca, Buena Vista Entertainment, Citigroup, Equinox Fitness Clubs, GM, IBM, Johnson & Johnson, Novartis, Pfizer, Procter & Gamble, Sony, Verizon, Carat, Digitas, Starcom.

The IAB Leadership Forum: Broadband and Beyond is the event that provides marketers and agencies with the latest strategies, tactics and understanding on how to integrate broadband and emerging technologies into their marketing mix so they can harness the true power of consumer engagement.

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

We look forward to seeing all registered attendees Monday, May 15th at the Marriott Marquis Hotel, New York City!

MIXX Awards

Co-produced by the IAB and Adweek Magazines, the MIXX Awards is the official Interactive awards show of Advertising Week 2006 and the pre-eminent award of the Interactive Industry. The MIXX Awards is the only competition that recognizes the best mix of creativity and excellence in interactive advertising.
Submit your campaign now at www.mixx-awards.com.

The coveted MIXX Awards is judged by an independent panel of highly acclaimed brand marketers who have direct control over some of the largest advertising budgets including the following marketing executives:

David Adelman, Media Director, Johnson & Johnson

Deirdre Bigley, VP Worldwide Advertising, IBM

Tim Kopp, VP, Global Interactive Marketing, The Coca-Cola Company

John Peebles, VP Online Marketing, Cendant Car Rental Group

Karen Benezra, Editor, Brandweek

Jack Haber, VP, e-Business, Colgate Palmolive

Bob Liodice, President & CEO, ANA

Sue Zibelli, Manager, Media Services, Novartis


Rich Media Measurement
The Measurement Task Force and Rich Media Task Force have contributed members to a Rich Media Measurement Working Group that has started 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 be drafting the guidelines over the next few months.

Next meeting of the Rich Media Measurement task force will be Tuesday, May 23rd from 11-1pm EST.
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. The guidelines will be finalized and released at the IAB Leadership Forum: Broadband & Beyond on May 15, 2006.

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


The IAB would like to welcome
its newest international
affiliate, IAB Colombia.

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Who’s on your site? Who’s really visiting your web site? How are your customers using your site?
How much of your traffic is really from your customers vs. non-human agents?

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 experienced 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.

Find out which agencies and advertisers pay on time and which don't?
Subscribing to The Media Credit System will enable your finance and collections department to do its job effectively. MCS tracks payment histories of over 8,000 advertisers and agencies (by billing address) and gives you the right data to make strategic sales, credit and collections decisions. With current subscribers, including AOL, Google, MSN and Yahoo, accounting for over 70% of all online revenue, how can you not be signed up? Contact Jeremy Fain ([email protected]).

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. Contact Leo Scullin ([email protected]) immediately.


We extend a hearty welcome to the IAB's new members:

Actuan LLC
e-Miles LLC
Fox News Channel
Interpret LLC


Terra Networks
Time, Inc.


TMP Directional Marketing
Tremor Media
US News & World Report

Committee Feature

IAB Sponsorship Committee
With the recent release of the 2005 PricewaterhouseCoopers report, the IAB Sponsorship Committee kicked off efforts to evaluate and recommend changes to the current sponsorship definition. The committee is chaired by Andrew Susman, Studio One Networks.

“The primary objective of the Committee will be to promote the growth and understanding of what Sponsorship is, how it works, and what its unique media benefits are to the marketing community,” said Andrew Susman. “This year, we will define and explain the opportunities available to the wider community.”

Also seated in the committee are:

Lisa Abourezk, About Inc.
Dave Armitage, Edmunds.com
Patricia Clark, Fox Interactive Media
Julie DeTraglia, NBC Universal
Mark Elderkin, PlanetOut Inc.
Cinda George, AtomShockwave
Tim Hand, Kelley Blue Book
Matt Haverkamp, WPNI
Kevin Jordon, Vendare Media


Joe Kutchera, Time, Inc.
Doug Miller, Expedia Inc.
Ron Nielsen, Vendare Media
J.B. Sugar, Time Warner, Inc.
Skip Tash, Comcast Corporation
Susan Unger, BusinessWeek Online
Seth Winter, NBC Universal
Wanda Weber, iVillage

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: Traffic.com

“Traffic is our only business.” ~Traffic.com corporate site

This pretty much sums Traffic.com. They are a leading provider of accurate, real-time roadside traffic information in the United States based on the quality of their traffic data and the extent of their geographic coverage. Incorporated in 1998, Traffic.com is based in Wayne, PA with employing over 500 people. It currently serves 35 major metropolitan areas through the United States, covering approximately 64 million commuters.

Some of the many products and services Traffic.com offers are free phone, mobile e-mail, and desktop e-mail real-time alerts, notifying you of any traffic delays in your surrounding area.

“We are very pleased to join the IAB membership and view our participation as integral to our interactive strategy,” said Michael F. Nappi, Senior Vice President, Traffic.com, Inc. Interactive Media. “The IAB’s direction and focus compliments our commitment to providing crucial information to consumers that offers highly targeted advertising attached to relevant, engaging content delivered via broadcast, Web and wireless platforms multiple times per day.”

We’re excited to have Traffic.com involved with the IAB.


Committee, Council & Task Force Meetings: