IAB Informer Archive- February 2006


IAB Elects New Board of Directors and Executive Committee

Forbes.com, President & CEO, Jim Spanfeller Named as IAB Chairman




The Interactive Advertising Bureau (IAB) named Jim Spanfeller, President and CEO, Forbes.com, as Chairman of the IAB for 2006. IAB also elected new members to its Board of Directors and its Executive Committee.

"It’s imperative to accelerate interactive growth and accommodate the explosive demands of marketers and consumers,” said Mr. Spanfeller. “The IAB and outgoing Chairman, Steve Wadsworth, have done a tremendous job in this respect and I look forward to working with the IAB Board as we continue driving the industry to fulfill and exceed on its promise and expectations.”

“It’s a great pleasure to work with these exceptional executives,” adds Greg Stuart, President and CEO of the IAB. "The IAB Board is integral to our ability to implement real and sustainable change within our industry.”


2006 IAB Executive Committee:

Jim Spanfeller, Forbes.com - Chairman

Steve Wadsworth, Walt Disney Internet Group - Chairman Emeritus

Shelby Bonnie, CNET Networks

David Moore, 24/7 Real Media

Tim Armstrong, Google

Michael Barrett, AOL Media Networks

Joanne Bradford, MSN

Wenda Harris Millard, Yahoo!

Martin Nisenholtz, New York Times Digital

Greg Stuart, IAB – President

Rich LeFurgy, Archer Advisors – Founding Chairman


New IAB Board Members:

Eric Chandler, Verizon Information Services

Paul Gardi, InterActiveCorp

Dave Madden, Wild Tangent

Dave Yovanno, ValueClick Media

Re-Nominated Board Members:

Tim Armstrong, Google

Joanne Bradford, MSN

Scot McLernon, CBS Digital

Matt Moog, Q Interactive

Jeff Webber, USA Today


Current Board Members:

Michael Barrett, AOL

Shelby Bonnie, CNET Networks

Sarah Chubb, CondéNet

Gary Dillabough, eBay

Scott Ferber, Advertising.com

Joe Fiveash, Weather Channel Interactive

Mitch Golub, cars.com

David Hills, Looksmart

Randy Kilgore, Dow Jones Online

Caroline Little, Washingtonpost.Newsweek Interactive

Wenda Harris Millard, Yahoo!

David Moore, 24/7 Real Media

Peter Naylor, iVillage

Martin Nisenholtz, NY Times Digital

Javier Saralegui, Univision Online

Jim Spanfeller, Forbes.com

Steve Wadsworth, Walt Disney Internet Group

Rich LeFurgy, Founding Chairman


The Year Ahead :

2005 was a year of incredible growth for the online advertising industry. We achieved new record quarterly revenue of $3.1 Billion for Q3 ’05, a 34% increase over the same quarter in 2004. And there is more good news predicted with the annual revenue run rate for 2005 potentially exceeding $12 billion. This is double where the industry was in 2002, when the IAB Board refocused and reorganized its efforts with a new and improved IAB.

The IAB has helped drive this growth by leveraging our resources to launch an impressive number of Advertising-industry firsts, world changing research, critical initiatives and events all focused on establishing the now very positive selling environment for Interactive.

The IAB will focus on efforts that help grow IAB member revenues and we will continue our strong efforts to protect the industry from the potential threats and challenges we may face from congress, software makers that include ad blockers and even consumers.

As we move into 2006 we will shift our educational efforts from the “why” of Interactive advertising to the "how". We will also further explore Interactive business opportunities for our members that extend beyond the internet into games, wireless, iTV and other emerging platforms as we begin to create viable marketplaces for the next generation of Interactive Media.

Some of the 2005 initiatives will continue into 2006, but we also have very specific direction from the IAB Board on many other projects that we will drive throughout the year. All are focused on helping our members continue to build revenue and solidify Interactive as a mainstream, must-have medium in the advertising world.

Below is a snapshot of some of the exciting projects the IAB has slated for 2006.

As mentioned, we will continue with the phenomenally successful Cross Media Optimization Study (XMO$ II) with VW, Motorola and Phillips Norelco already in the field. We will conduct member-only training for your sales teams around this data and provide these teams with sales materials that they can use to further prove the benefits of online. We anticipate a mid-year 2006 launch.

In addition to XMOS Research, the Local: Classified, Directories and Search Committee spearheaded industry research that articulated the value of local classifieds, directories and search in a number of verticals including recruitment, real estate, hospitality and automotive. The committee will package and present these findings to marketers and agencies throughout 2006.

Public Policy will be a major priority for the IAB and the industry at large for 2006. Our goal is to significantly enhance IAB’s presence with federal/state government officials and educate key policy makers about the IAB and the interactive industry. Together with a soon-to-be-created Public Policy task force we will lead initiatives to combat real threats to the health of the industry.

Together, with the Cookie Management Task Force, we are already addressing issues relating to cookie deletion and working on ways to mitigate the implications of ad blocking. The Cookie Lifespan study will provide clarity to IAB & ARF member companies on the magnitude of the cookie deletion trend. If you want to participate in the Cookie Lifespan study, it only takes one hour to set up and we will confidentially give you specific information on the rate of cookie deletion on your site.

We are also developing a legal white paper for IAB members to use in changing your Terms of Service, as possible protection against desktop actions that impact your pages when they load.

Scheduled to launch Q2 of 2006, is a new Interactive Branding Campaign will continue to drive home the value proposition of interactive. The campaign will include an integrated communications plan including advertising, public relations, research and events.

An important initiative supported by the IAB Board is the engagement of the CMOs and Media Directors at the top marketers and agencies. This program will include presenting a Marketer centric presentation in-house to a number of top major marketers and an Advertising centric presentation in-house to many of the top media planning/buying organizations. This program will solidify strong relationships with key revenue drivers in the industry and pave the way for IAB members to leverage these relationships to further impact their own businesses. These meetings will also allow the IAB to collect data to help the industry better understand how to serve the needs of these key decision makers going forward.

The IAB, together with the Rich Media Task Force and Broadband Committee, will continue to drive measurement guidelines for both Rich Media and Broadband respectively. The Broadband Video Commercial Measurement Guidelines will address how to count and track a broadband video commercial. These guidelines, especially when used in the auditing and certification process, will help publishers address the current discrepancies that lead to billing and reporting problems.

That’s just a small fraction of what we have in mind for 2006. If you are an IAB member, don’t sit on the sidelines, participate on or chair a committee, with other industry leaders. If you are not an IAB member and should be, join us now and together we can continue to impact the growth of the Interactive industry. Or simply keep reading the Informer and keep up-to-date on all the activities.


Who's who at the IAB

In order for the IAB to continue to meet our diverse membership we have made some changes internally.

Sheryl Draizen has been named Senior Vice President, General Manager.

As SVP, General Manager, Ms. Draizen will assume organizational responsibility for the IAB with all divisions including membership, industry initiatives, marketing, research, events and education now reporting directly into her. Ms. Draizen will continue to drive initiatives that help marketers and advertisers better understand and take advantage of interactive advertising.

The IAB Team

Greg Stuart
[email protected]

Sheryl Draizen
SVP, General Manager
[email protected]


Leo Scullin
VP, Industry Products and Initiatives
[email protected]

Erica DeLorenzo
Manager, Industry Initiatives and Legal
[email protected]

Jeremy Fain
Director, Industry Products
[email protected]

[email protected][email protected]--------------


Jonathan Moore
VP, Events and Education
[email protected]

Virginia Rollet
Director, Events Operations
[email protected]

Andrew Q. Kraft
VP, Membership and Event Sales
[email protected]

Josh Brous
Program Development Manager
[email protected]


Jayne Dow
Director, Member Services
[email protected]

Tom Liodice
Member Services Coordinator
[email protected]


Doron Wesly
Director, Industry Research
[email protected]



The IAB is hiring in the marketing dept – looking for VP, Marketing; Marketing Manager;
Director of Public Relations.
Lucy Swithenby
Interactive and Creative Services Manager
[email protected]


Mark Goldman
Director, Finance and Administration
[email protected]

Lynn Trono
Office Manager
[email protected]


IAB Events attract over $36 billion in advertising budgets.

2006 Events







Leadership Forum
Performance Marketing Optimization

March 13 Chicago, IL





Leadership Forum Broadband and Beyond

May 15 New York, NY








MIXX Conference and Expo
Sept 25-26
New York, NY

MIXX Awards
Sept 26
New York, NY


IAB Ad Operations Summit

Oct 17 New York, NY


Leadership Forum Agency Summit

Oct 30 New York, NY


IAB Annual Member Meeting

Nov 8 New York, NY



If you would like to inquire about speaking opportunities at IAB events click here

For sponsorship opportunities, contact [email protected]


With an increasingly elusive customer base and higher standards of accountability, marketers must find ways to optimize their performance marketing through the use of search, email, lead generation, behavioral targeting, viral, affiliated programs and emerging media.

IAB’s one day event, Performance Marketing Optimization, will provide specific, tangible strategies that will guide attendees through customer acquisition, sales conversion, measurement and accountability. This will be an exciting event with leading industry executives who have spent an interactive "lifetime" focused on processes to meet and exceed the challenges you face. You will leave with a greater understanding of the art and science of interactive and greater knowledge on how to achieve higher conversion rates and ultimately better ROI.

Highlights include:

Customer Acquisition: Don't Leave Anyone Behind – hear a panel of expert marketers including Lawrence DiCapua, PepsiCo, Inc.; William Misloski, Orbitz.com; John Keck, DONER; Colleen Cassell, Sears (Moderator) discuss the newest tools and tactics to generate leads, better identify and track customer behavior, reach their target audience and align with the customer life cycle.

Driving Conversion by Optimizing the Performance Marketing Tool Box - discover strategies behind optimizing the interactive marketing mix through search, lead generation, behavioral targeting and others. Moderated by: Barbara Mousigian, DIGITAS

Beyond Conversion: Accountability, Measurement and Maximum Results – learn how to turn performance measurement into actionable strategies for DR programs. Moderated by: Rex Briggs, Marketing Evolution.

Choose from 5 breakout sessions in the morning and afternoon led by senior interactive executives.

Following a general session, the IAB will return you to sanity via a one hour cocktail reception.

For more information or to register now, please visit www.iab.net/performancemarketing2006

All IAB Events sell out fast. Don't wait. Register now for the IAB Leadership Forum: Performance Marketing Optimization.



March 13th, 2006
8:00am – 9:00am – Registration
9:00am – 5:15pm – General Session
5:15pm – Cocktail Party



Marriott Chicago Downtown Magnificent Mile,
540 North Michigan Avenue,
Chicago, IL

For sponsorship opportunities, contact [email protected]


Committee Feature

IAB’s Lead Generation Committee Actively at Work
The Lead Generation Committee is co-chaired by Gayle Guzzardo, Q Interactive and Mark Zahar, Prospectiv. The committee is laser focused on defining best practices guidelines that ensure quality leads and improve conversion as well as educating marketers on lead generation as a cost-effective vehicle in driving high-quality customers.

“New lead generation techniques are transforming Internet marketing,” notes Gayle Guzzardo, Lead Generation co-chair. “The IAB’s leadership is essential to coordinate the industry and establish standards that both protect consumers’ personal information and the medium’s growth.”

Eric Bamberger, 360i
Fred Collins, Edmunds.com
Marty Donner, Return Path
Avishan Hodjat, ValueClick, Inc.
Chris Mak, AtomShockwave
Scott Mason, InnovationAds
Michael Mayor, Aptimus, Inc.
Matt Prohaska, Root Markets

Tricia Sakala, Leap Frog Online
Brian Seskin, iVillage
Krishna Subramanian, BlueLithium
Lisa Thogmartin, Aptimus, Inc.
Lauren Weinberg, Advertising.com
Amanda Whiteman, Advertising.com
Tony Winders, ValueClick, Inc.
Michael Zane, CMP Media

Committee, Council & Task Force Meetings

Research Council
January 31, 3PM EST

Gaming Committee
February 2006

Lead Generation Committee
February 15th, 4pm EST

Local Committee
February 2006

Measurement Task Force
February 22, 4-5:30 pm EST


Email Committee
February 2006

Hispanic Committee
February 7, 1pm EST

Cookie Mgmt Task Force
February 15, 3:30pm EST

Search – Evangelism
February 2006

Broadband Video Commercial Measurement
Working Group
February 16, 3pm EST

If you are interested in participating on an IAB committee, please contact Jayne Dow at [email protected] or Tom Liodice at [email protected]



Initiative Update

Broadband Video Commercial Measurement
The Broadband Video Commercial Measurement Working Group is in the final stages of completing guidelines and will review collected feedback from the AAAA’s in early February. Following that, there will be a public comment period and then a final update before publication. For more information, please contact Erica at [email protected].

Late creative continues to be the focus of the Ts&Cs Task Force and many IAB members have begun or are in the process of implementing an enforcement policy, including the use of PSAs. We are happy to announce that we now have the public support of both the AAAAs and the Ad Council. An important notice was sent out to the primary and secondary members of all IAB members to this effect on Wednesday, February 8th. On February 20th, the IAB will issue a press release further announcing this recommendation. If you would like your company to be listed in the release as intending to address this issue within the next 3-6 months, or 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]



Member News
Greetings, Congratulations and Kudos to:

The IAB's New Members.

Cox Newspapers,Inc.
Fidelity Assets
The Fifth Network
Future US Harpo, Inc.
Homestore, Inc.

IGA Partners
Worldwide Impact Engine, Inc.
One Economy


Google, Tim Armstrong, who was inducted into AAF’s Hall of Achievement for executives under 40. And that is no small achievement!

Joanne Bradford, MSN promoted to the position of corporate VP of Global Sales and Trade Marketing and Chief Media Revenue Officer for Microsoft. Bradford was most recently VP and Chief Media Revenue Office for MSN

Wenda Harris Millard, Yahoo!, on receiving The Advertising Person of the Year/2006 AAF Silver Medal Award.

Eric Matza, Q Interactive, as the new IAB Email Guidelines sub-committee Chair

David Bake, Agency.com as the new IAB Email Evangelism sub-committee Chair

Manish Bhatia, Nielsen NetRatings as Associate Board Chair

Yahoo! Named Ad Age’s Online Media Seller of the Year.