It seems the lead generation advertising industry isn’t taking the hint from The Interactive Advertising Bureau (IAB) and its Lead Generation Committee, and now the IAB is publicly challenging companies to adopt the provisions in its “Lead Generation Data Transfer Best Practices” report by April 1, 2008.
The IAB issued its report from the Lead Generation Committee last August, citing the importance of security and standard data formats and setup. The purpose of the best practices guidelines is to safeguard consumer data and improve operational efficiency for the $1.3 billion lead generation category, according to the IAB. Already a number of companies have signed off on the guidelines, including 360i, Active Response Group, AzoogleAds, Return Path, SendTec, ValueClick, WebTrends and others, but clearly the IAB intends to get everybody on board.
Of course, there’s no word of what the “or else,” might be as part of the challenge.
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