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IAB releases ‘Lead Quality Accountability Best Practices’

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New York—The Interactive Advertising Bureau has released “Lead Quality Accountability Best Practices,” designed to improve communications between agencies and publishers in the lead generation industry.

The document addresses two main areas: best practices for advertiser sharing of invalid leads with publishers to improve the process of accounting for leads, and communication methodology for advertiser sharing of converted leads with publishers to improve advertiser conversions and ROI.

Among the best practices are the following: Publishers and advertisers should establish the definition of a valid and invalid lead at the onset of a lead generation campaign; advertisers should return invalid leads to publishers in real time or a time frame agreed upon upfront with detailed reasons; and publishers should use returned invalid lead data to optimize traffic, improve creative and refine targeting.

The best practices are available at www.iab.net/leadquality. —Kate Maddox

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