$137.8B U.S. ad spend for top 200 advertisers
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