NetGravity assailed for standard drive

Published on .

NetGravity is taking serious heat from competitors following a press release issued Monday announcing a proposed standard for formatting reports of online ad campaigns. The press release stated that NetGravity, the leading vendor of Web ad management software, had "announced a standard," which the Internet Advertising Technology Council had "strongly endorsed."

Members of IATC, a loose consortium of sites, agencies and technology companies, however, responded with flaming messages on various industry e-mail discussion lists, contending that the standard was still in the proposal stage, without IATC's official approval yet, and that NetGravity's release ignored the input of other IATC members in drafting the proposal.

NetGravity spent most of Wednesday mollifying colleagues by phone. "We're not saying it's going to be called a NetGravity standard," Ann Burgraff, marketing director of NetGravity, told Advertising Age. "We're very committed to saying it's an IATC reporting standard. We're just saying, hey, we proposed it."

Thomas Churchill, president of competitor ClickOver, said he, for one, accepted NetGravity's apology.

"I'm not particularly pleased about what's transpired, but ... the bottom line is it's a good proposal, we were all behind it before, so we can just move on."

IATC members suggested the incident may reflect the new group's growing pains. The organization has had only two meetings to date, has no formal hierarchy, official spokesperson or defined procedures for endorsing such announcements.

Copyright May 1997, Crain Communications Inc.

Most Popular
In this article: