IAB, wireless group discuss possible merger

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The Internet Advertising Bureau, looking at ways to develop the market for ads on mobile devices, is talking about a merger with upstart Wireless Advertising Industry Association. CMGI's AdForce last month formed the wireless group www.adforce.com/waia with charter members including fusionOne, Media Metrix, Nokia, San Francisco-based agency SF Interactive and Sprint PCS. "We're in conversations as we speak," IAB Chairman Rich LeFurgy said the week of May 8 at the @d:tech conference in San Francisco. "We want to see how we can merge our efforts and operations." The IAB's new Wireless Advertising Council, meanwhile, meets May 17 in New York to look at such issues as measurement and standards.

Separately, Mr. LeFurgy said the IAB is forming a committee to look for ways to foster and showcase creativity in online advertising. "For the most part," he said, "it's an incredible wasteland."

Copyright May 2000, Crain Communications Inc.

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