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Posts tagged with Iab

And the performance data argument rages on

arguingThe recently wrapped AAAA conference in New Orleans was notable for something that didn't happen. It didn't produce an agreement on who owns performance data from online campaigns, and it is going to turn in to a brawl.

The AAAA had formed a task force with the IAB to study the issue. They were slated to deliver its recommendations at the event. At issue is the role of measurement agencies, content owners, and search engines. No one doubts that the advertiser and the agency own performance data. But there is a school of thought that says they shouldn't own it exclusively. After all, if a campaign runs as pay-per-click, shouldn't the website own the data?

The issue will come down to individual relationships. It is not a sweeping rule that will be handed down and followed blindly. If P&G tells Yahoo, for example, that under no circumstances will it tolerate any usage of what it considers proprietary data, it's hard to argue that. If a startup company wants to share its data in return for a better CPM, that deal will happen. The result here, will be gray, not black and white.


Wenda Harris Millard says get rid of the science

wenda harris millardWhen Wenda Harris Millard talks, the industry listens. As well it should. One of the smartest, and most formidable executives in interactive advertising, Wenda is co-CEO of Martha Stewart Living Omnimedia, following top executive positions at Yahoo, Ziff Davis Media and DoubleClick (to name but a few). Credentials don't get more impressive than her résumé in interactive advertising.

At her keynote at the IAB's annual summit in Orlando this weekend, Wenda called for a new era in online advertising; one in which measurement, metrics, analysis -- in short, the science bit of the advertising equation, take a back seat the art part: big ideas, killer creative and "the sizzle, not the steak."

Her plea is very much in line for her exhortation last year at the same event, when she called on marketers "not to trade our assets like pork bellies."


Major ads groups unite for good behavior

It's not easy to get multiple large trade orgainzations on the same page, and to speak with the same voice, but that's exactly what the major US trade orgs are doing in the face of potential federal regulations governing behavioral advertising practices.

The American Association of Advertising Agencies (4As),  the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB) have banded together (along with the Better Business Bureau) "to develop a cohesive and far-reaching self-regulatory effort for interactive advertising."

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