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IAB issues lead generation best practices

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Chicago—The Interactive Advertising Bureau’s Lead Generation committee announced Monday it has proposed Online Lead Generation Best Practices for the interactive industry for comment.

Some of the best practices include: All lead generation needs to be permission-based; advertisers/publishers/vendors must provide a clear, concise privacy policy; and publishers/vendors may prepopulate the information fields a user has already provided.

The guidelines are posted at www.iab.net/standards/lead_generation.asp so ad agencies, marketers, online publishers and technology vendors can comment on the recommendations over the next 30 days. After reviewing the feedback, the IAB will finalize the guidelines.

—Carol Krol

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