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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT