Can Small Publishers Help IAB's Cause?
The Interactive Advertising Bureau looks to gain allies in a fight against proposed laws championed by privacy advocates.
The Interactive Advertising Bureau looks to gain allies in a fight against proposed laws championed by privacy advocates.
Can an army of small publishers help the Interactive Advertising Bureau fight measures it views as a threat to Internet advertising?
IAB CEO Randall Rothenberg said that’s the purpose of a plan to offer an introductory membership fee of $500 for publishers that obtain less than $1 million in annual revenue from online advertising. Currently, the membership fee typically begins at $10,000 for publishers.
The IAB move is aimed at building grassroots support against proposed legislation in New York and Connecticut that would ban the collection of data about online consumers without a person’s specific consent. The Federal Trade Commission is working on behavioral marketing guidelines that call for interactive advertisers to police themselves.
The IAB contends that the proposed measures would have a disproportionate negative impact on small publishers that rely on ad networks to manage advertising sales.
“Most of the publishers on the Web are long-tail. This [initiative] puts a face on [those publishers] whether it’s a technology blog, gay and lesbian site, or a local high school sports blog,” Rothenberg said in an interview with ClickZ News. He announced the IAB initiative at Federated Media’s Conversational Marketing summit in New York City, where he spoke at a session called, “Case Study: Does the Government Want to Kill the Web?”
Privacy advocates contend the existing laws need more teeth so marketing activities, such as behavioral targeting, don’t trample consumer privacy.
IAB’s new fee structure will be voted on this week by the organization’s 375 members, Rothenberg said. If approved, the small publishers would be entitled to special pricing for IAB events, training programs designed for small publishers, and other offerings.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article