Trade Group Splintering Could Hinder Lead Gen Self-Regulation
November 9, 2007 – 2:11 pmIn December 2006, Perspectiv CEO Jere Doyle ditched the Interactive Advertising Bureau’s Lead Generation Committee and joined the lesser-known Online Lead Generation Association, which plans to vote this week on new board member nominees, including Doyle. He was fed up with the IAB’s “lack of movement” on developing standards for the growing industry sector.
Since then neither organization has been particularly prolific at producing specific guidelines for advertisers or establishing standards all members can agree on. Considering the continued advertiser interest in lead gen, and an ongoing Federal Trade Commission investigation into lead gen firms, the sector could use a little unity.