Perusing the Interactive Advertising Bureau’s membership pages, I came across a host of companies I was surprised to see, including several non-publisher firms listed as “General Members.” I thought general membership (as opposed to associate membership) was exclusive to online publishers. Not so, anymore, I’ve been told.
According to chief Randall Rothenberg, the group revised its bylaws. Now membership is “open to sellers of interactive advertising inventory.”
OK. So how come ad tech companies like Eyeblaster and ISP ad targeting firms NebuAd and Phorm, which serve and target ads rather than selling ads, are general members?
“We’re still a sellers’ organization,” he responded. “But you always have to qualify that by saying there is so much breadth and diversity, the lines aren’t as clearly drawn.”