Internet Advertising Bureau to launch in Europe

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LONDON -- The Internet Advertising Bureau (IAB), the U.S. industry association devoted to promoting the use and effectiveness of advertising on the Internet, plans to set up a European version, with individual subsidiaries in countries across the continent.

A European Advisory Committee has been convened to meet for the first time October 23. Its role will be to advise on the structure and goals for the new organization and to drive membership activities.

When fully fledged, IAB Europe is expected to be a voice for European companies involved in selling advertising on the Internet as well as a forum for evaluating and shaping the industry. The IAB claims to have "significantly increased the profile and credibility of the industry in the U.S."

"Our intention is to form a broad based, international organization that reflects the global nature of the Internet," says Martin Radelfinger, co-chairperson of the IAB international committee and director of marketing for Print Plus at Publicitas. "In just the same way that Internet advertising combines its global reach with the ability to address narrowly targeted communities, the IAB will develop a structure that serves as an international forum where regional, national and local issues find a voice."

Katherine Randolph, co-chairperson of the IAB international committee and international advertising sales manager for Microsoft Corporation, says that similar organizations to the IAB had previously approached the bureau asking for advice on its success in the U.S. "When the IAB international committee suggested formalizing these relationships, the response from groups in the U.K., France and Germany was extremely positive," she says.

The IAB launched in 1996, and it claims to have gained the support of more than 200 U.S. and international organizations. Members include companies actively involved in Internet ad sales; associate members include those which support advertising, such as measurement companies, research suppliers, technology providers and traffic companies.

Further information on the workings of the IAB can be accessed at http://www.iab.net.

Copyright September 1997, Crain Communications Inc.

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