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IAB Calls for Comments, Appoints Three
In the US, the Interactive Advertising Bureau (IAB) has issued a 30-day call for public comment on its Rich Media Measurement Guidelines. It has also hired three new executives for its management team.
The guidelines provide definitions of an impression for rich media ads, defined as those with which users can interact as opposed to solely animation, including transitionals, floating ads, page take-overs and tear-backs.
Randall Rothenberg, President and CEO of the IAB, says the guidelines, which advocate the recording of an impression as late as possible in the delivery of creative material to the user's browser, 'further establish the industry's commitment to providing agencies and marketers with the highest possible levels of accountability and transparency.'
Interested parties are encouraged to read the proposed guidelines and submit comments on the IAB site at www.iab.net/RMM. The rich media section forms an addendum to the existing IAB Ad Impression Measurement Guidelines published in 2004.
The Bureau has hired Sherrill Mane as SVP of Industry Services, Patrick Dolan as SVP and Chief Administrative Officer, and David Doty as as SVP, Thought Leadership and Marketing, in a move Rothenburg describes as a response to 'the explosive growth of the interactive industry and the increasingly important role that the IAB takes as the voice of the industry.'
Mane is charged with increasing operational effectiveness within the interactive advertising supply chain and will oversee the development of growth-oriented research for the interactive industry. She spent 14 years at Turner Broadcasting, and earlier worked for Nielsen Media Research and Group W Satellite Communications.
Dolan is responsible for finance, operations, costs, compliance, and risk management, and previously held similar roles at DoubleClick Inc, The Locomotion Channel and the Early Learning Coalition of South Florida.
Doty is responsible for key IAB initiatives intended to help drive the growth of interactive advertising. He joins from Booz Allen Hamilton where he was Director of Corporate Branding and Creative Services, and worked previously at Flatiron Communications.
The Bureau represents over 300 interactive companies that actively engage in, and support the sale of interactive advertising, and account for more than 86% of online advertising in the USA. Web site: www.iab.net.
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