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.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
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.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT