Annual Report 2 011 Our Members Are Building New Opportunities to Produce Extraordinary Media Experiences and Powerful Connections with Consumers

annual report 2 011 Our members are building new opportunities to produce extraordinary media experiences and powerful connections with consumers. The explosion of our industry—different devices, new forms of interactivity— demonstrates how far digital advertising has grown from the days of static banner ads. continued to adopt the IAB-developed Impression Exchange Exchange Impression IAB-developed the to adopt continued Companies advertising. interactive of capabilities building agencies, the brand- demonstrate and understand marketers, better publishers and helps initiative the metrics, and ment measure digital advancing in step profound a Representing initiative. 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General Associate Long Tail IAB Annu al Repo rt 2 011 4 “ U.S. the in cities mobile-savvy most the determine to data the localizes first time the for and audience, shopping mobile changing the examines Consumers” Savvier Spawns Data Mobile Shoppers: Ubiquitous Ubiquitous Shoppers: Mobile A 011 2 dvancing ments in 2011 to build a stronger interactive advertising and marketing industry. industry. marketing and 2011advertising in interactive ments astronger to build the sophisticated in and oftenprocess complexselling and supply chain,buying IABthe made significantrefining to narrative advancebrand shape to helping From medium. digital awesome, this of potential full the on capitalizing from back keters is organization Our workingconsumers. to of eliminate lives the challenges and pain pointsthe that may have onceimproving held mar Our and ways. new influencing is in check industry behavior and purchase at-home products, or research in-store prices, impacting availability, compare locations, store for search tent, con shopping toaccess consumers drives data Ubiquitous ads. its media—and tal digi embracing are media, traditional through to reach for marketers difficult been long have who incomes, $100,000 least annual at with homes in American those wealthiest consumers, the that proved consumers research IAB and other. each brands with which communicate in ways the consumed—extending is content way the altered forever video and social, mobile, in innovations Constant spectrum. ital dig the across story brand their telling with consumers, human, relationships reciprocative meaningful, achieve to medium viable the of capabilities the adopting ers tive, and immersive brand advertising experiences. In 2011, we saw more market O ao ! Yahoo Sy Fahimi Univision Conroy Kevin Adfonic Childs Paul Inc. Time Cantarella John Excellence of Center Marketing Mobile the of Board The issues. policy public and regulatory advo on an industry marketing established mobile the for voice has cacy and formats, ad new and measurement, research, mobile expand to force driving a as serves Center Mobile The apps. or content branded as as well ads, display and messaging, search, encompassing forms tablet—embracing or television, interactive smartphone, computer, personal a on and marketing—whether advertising interactive of form every to mar mobile commitment IAB’s as the well as advance ketplace, and develop to appetites members’ show achievements Its exceptional ecosystem. advertising interactive as well as larger in the industry, ing independently an Excellence, of voice as market in a mobile the leading staffed IAB, inside emerged unit Center and funded Marketing Mobile the year, full first its In of Excellence Center Marketing Mobile M ar o rbs mliblindla bsns pouig agtd interac targeted, producing business multi-billion-dollar robust a to banners static selling adopters early of marketplace a from evolved has industry advertising interactive the decades, two than less of span a ver k AT&T Mandel Maria Google LaSala Chris Channel Weather The Jensen Scott etplace T he digital he Zillow Schwartz Greg Mojiva Nethercutt Tony Media Millennial McKelvey Mack 2011 H ighlights New York Times New Zimbalist Michael Microsoft Wells Jamie Company Tribune Vogel Andy

------2011 H ighlights

A2dvancing 011 The digital Marketplace

The mission of the IAB Mobile Center is to drive better monetization of the mobile marketplace. In 2011, the Center pursued this goal through four core objectives.

Establish standards and best Help marketers learn about mobile practices to help industry marketing strategy and tactics. participants meet buyer Help sellers of mobile advertising Pictured top, left: Simon expectations for congruent and understand the buying community’s Bond, Chief Marketing reliable metrics, formats, and needs, desires, and concerns. Officer, BBDO & Proximity back-end systems. Worldwide; Michael Collins, Chief Executive Officer, Unify Educate Joule; Mark Emery, Mobile Practice Lead, Definition 6; Paul Gelb, Vice President, Mobile LEAD EVANGELIZE Practice Lead, Razorfish; and Jeffrey Sass, Vice President, Act as a guiding force for the Excite marketers Marketing, Chief Evangelist, mobile marketing industry by and agencies about the Myxer, revealing at IAB Mobile helping it understand itself possibilities of mobile Marketplace what agency better and celebrating excellent marketing, both today and executives need to make better mobile advertising. going forward. mobile buys.

Rooted in Research Pictured above: Anna Bager, Vice President & The Mobile Marketing Center of Excellence produced research that captured and General Manager, IAB communicated key characteristics of the rapidly evolving mobile marketing indus- Mobile Marketing Center of try, providing a valuable, newfound base of expertise for marketers, agencies, Excellence, who led the day’s and publishers. During the holiday shopping season, the Mobile Center gained discussion and debate. national attention for its report, “Mobile Shoppers: Ubiquitous Data Spawns Savvier Consumers.” The study illustrated how consumers’ access to the Internet through mobile devices influences both what they buy and where they buy it. To get more traction, IAB divided the results among local markets to see how U.S. cities compared to each other, hence revealing the first-ever ranking of the most mobile shopping savvy cities in the United States, with Houston, New York, and Atlanta in IAB Annu al Repo rt 2 011 6

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mobile ad format standards, similar to those that IAB has long maintained for dis for maintained long first-ever has IAB the that those to form similar to standards, also format ad but mobile advertising, brand and creativity emotionally-evocative ignite that power canvases design Center to only not Marketing goal the Mobile with the at Excellence of debut its made initiative Stars Rising 2011, IAB In the Showcase Tablet and Standards Mobile New Stars Rising tablets. and through computers tablets personal to both for designed served websites ads as well to as how ads, tablet clarify to in-app Guide measure Buyer’s and Tablet develop a produced also Center Mobile IAB The and faster ads. it mobile makes dynamic scalable, to create easier compliance MRAID run. they which in apps the to needs their advertise communicate to ads media media rich for framework mobile-rich standardized a for establishing (API) ments, interface programming produced application Center mon Mobile com a defines IAB initiative This the (MRAID). Definitions apps, Interface Ad in Rich-media Mobile advertising of growth the speed To ads. buying for used metrics the trust and understand to buyers helping advertising, Rating Media the mobile in impressions ad from counting for a framework provide assistance guidelines The with Council. Association, Marketing Mobile the and metrics for measuring mobile advertisements, were released in early 2011The Mobile by Web IAB Advertising Measurement Guidelines, the first standardized key advertising. digital of rest the as freedom ensure same to the becomes enjoys industry advances mobile media the forged has IAB selling Center, Mobile and the Through buying, friction. in planning, ensnared of process the Without base. fundamentals, knowledge and these lexicon common a as well of as foundation a guidelines, with and sector standards growing rapidly knows and new a leadership IAB support to is industry, it critical how advertising online early the shaping in role IAB’s Given Measurement Standardizing the forward. of going growth medium the mobile charting for baseline a fig 2010) establishes for revenue million industry-wide ($550-$650 initial ure this and industry, 2011. the April for in touchstone a released is and report This PwC by prepared Report, Revenue Advertising Internet 2010 IAB full-year its in time first the for revenue advertising mobile U.S. reported IAB environment. and regulatory ambiguous an challenges, technological standards, of lack ecosystem, complex the challenges include major Conversely, industry. the grow and users helping are mobile more spend ad that increasing found study The Center. Mobile IAB the of behalf on Research by Radar conducted study Measurement” State of Mobile “The identi in the fied were industry marketing mobile the of growth the of inhibitors and Drivers speed. increasing an at adopted a being considered nonetheless is it still is landscape, complex marketplace mobile the while that demonstrates finding This years. two next the over spend marketing mobile their toincrease planned viewed inter executives marketing top 300 the of three-quarters Nearly Ovum. by ducted con and Center Mobile IAB the by produced Advertising,” Mobile on Perspectives “Marketer report the in revealed was marketing mobile for demand bullish Brands’ across commerce and country. the marketing mobile about awareness increased and list the covered outlets media broadcast and print, digital, Numerous spots. three top the 2011 H ighlights ------2011 H ighlights

play advertising on personal computers. By the end of 2011, dozens of companies and individuals had submitted their best mobile ad product concepts, and a cross-disciplinary group including agency creative directors, media executives, and ad operations specialists had reviewed them. In early 2012, a set of Mobile Rising Star ad units will be selected, and those that perform well in an in-market trial period will be named IAB Standard Ad Units.

The IAB Mobile Center also produced the Tablet Advertising Creative Showcase, “I want to commend the IAB’s highlighting exceptional tablet advertising executions to inspire innovation, and to recent decision to require all of educate mobile marketers about the cutting-edge ways in which they can interact with tablet users. its members to adhere to a self-

Public Policy regulatory guideline. We think this In 2011, the collective voice of IAB members was heard louder than ever in is a really important step forward Washington, D.C. Every year, IAB stands on the frontlines to protect consumer privacy, its membership, and the industry at large. A major focus is the protection of because self-regulation without consumers’ online experiences. For the interactive advertising and marketing busi - effective enforcement tools isn’t ness to thrive, consumers must be able to enjoy robust, personalized experiences, as well as an uncompromised sense of trust when interacting digitally. Consumer really regulation at all, but the IAB privacy can be protected while still allowing for innovation and industry growth. IAB encourages solutions that incentivize legitimate business models, educate con- requirement makes commitments sumers, and enable the industry to self-regulate. This year, IAB efforts were ampli- to privacy enforceable by the fied as its member companies adhered to the first-ever IAB Code of Conduct, a set of operating standards designed to build consumer trust in behaviorally targeted Federal Trade Commission.” interactive advertising. This powerful action demonstrates to legislators and regu- lators in Washington, D.C., the priority placed on privacy by the interactive adver- –David Vladeck, Director of the Bureau of tising marketplace and the effectiveness of self-regulation. Consumer Protection at the FTC, at the IAB Breakthrough Privacy Protection Networks & Exchanges Marketplace As of August 29, every IAB member company was required to comply with the IAB Code of Conduct. New members joining after August 29 had to become compliant within three months. The Code of Conduct will be maintained and updated as needed by the IAB Board of Directors. The initial code expressly requires members adhere to the IAB Self-Regulatory Principles of Behavioral Advertising, which define seven industry-wide standards designed to build consumer trust by calling on publishers, advertisers, and ad networks to operate with transparency, and to empower consumers with knowledge and choice. These principles come to life most visibly through the implementation of the Advertising Option Icon. By click- ing the icon, consumers can learn more about how their data is collected and used, and how they may easily opt-out as well. The program is managed by the Digital Advertising Alliance (DAA), an entity built through the collaboration of IAB with the American Association of Advertising Agencies (4A’s), the American Advertising Federation (AAF), the Association of National Advertisers (ANA), and the Direct The Advertising Marketing Association (DMA). The Council of Better Business Bureaus (CBBB) has Option icon empowers also agreed to support the program by ensuring that the industry is compliant with consumer to control the Self-Regulatory Principles. At the IAB Networks & Exchanges Marketplace how their data is used. event in May, David Vladeck, Director of the Bureau of Consumer Protection at the Federal Trade Commission (FTC), praised the IAB Code of Conduct for its reinforce- ment of consumer choice and privacy. IAB Annu al Repo rt 2 011 8 A galaxy: M galaxy: expanding throughout the the throughout expanding lliance is doing anice job of you who haven’t: T and brands have joined “ impressive T effort. T he D advertising networks, networks, advertising in this significant and –Jon L

igital A about doing so.” doing about eibowitz, F eibowitz, privacy. consumer to protect efforts regulatory self- industry’s the on Lab Ad IAB the in discussion roundtable a hosts (R-TN) Blackburn Marsha Representative U.S. any advertisers, dvertising TC C hairman hose hink

publishers play an increasingly prominent role at IAB. Long Tail membership has has membership Tail toLong 388 2009 2010, up in in 523 92IAB. from members 2011.grown and in at role prominent increasingly an play publishers Small interests. business totheir tailored presentations and sessions training IAB in part took also Attendees Commitee. Commerce and Energy House and Committee Commerce 37 Senate of the from members representatives including 12offices, with and Senate districts House met publishers Alliance Tail Long these event, day of District two- the Over the businesses. their affect could legislation and advertising how interactive states 22 about awareness from raise and lawmakers tomeet Capitol the at publishers IAB joined Columbia small ad-supported 56 May, In Fly-In Alliance Tail Long Annual Third The • • • • In 2011, In with: comments filed IAB (R-TN). Blackburn Marsha Representative by U.S. organized roundtables privacy several of first the hosted also IAB privacy. sumer key con to related with bills eight on worked Representatives 2011, of IAB House and In Senate the of (FCC). members Commission Communications Federal the and FTC the to as well as Congress, to expertise industry its market contributing by the place and consumers both protecting on position its assert to continues IAB Legislation and Regulation Balanced for Crusading staff. Task Force FTC’s Mobile the with visibility IAB and engagement policy increase substantively to devices. worked IAB and screens require small on and parties all for information burdens disclosure personal privacy as impractical data geolocation define to efforts including (COPPA), Act Protection Privacy Online Children’s to the update FTC proposed the in prohibitions marketing mobile restrictive overly against advocated IAB advertis market. ing mobile nascent the of growth the impede would that measures legislative regarding Congress of members to concerns expressed IAB support, and resources these With Force. Task Mobile DAA the initiated IAB DAA, the with collaboration In companies. mem member IAB from Board representatives affairs Center government and Mobile bers the of comprised group a Committee, Policy Mobile the launched and topolicy its mobile hired first dedicated Center executive IAB Mobile The Excellence. of Center Marketing Mobile IAB the through community marketing mobile the of interests the and these experiences users’ mobile both toprotect balance efforts its to sought has IAB 2011,In for consumers. go. protection privacy with ample IAB intensified the opportunities on consumers with connect to tunities oppor new with publishers and agencies, marketers, present technologies Mobile Marketplace Mobile the for Advocacy report that will help consumers navigate the emerging marketplace emerging the navigate consumers help will that report anticipated an in platforms advertising location-based to FCC protect The self-regulation for to advocate order in Policymakers” and Businesses for Framework AProposed Change: Rapid of Era an in Privacy Consumer “Protecting entitled report staff preliminary the FTC on The market mobile the considering when flexible to be and Guide, Disclosure Com Dot existing the of framework basic the FTC to retain The technologies geolocation emerging and advertising to online COPPA of applies it as expansion the FTC to curtail The 2011 H ighlights - - - - - 2011 H ighlights Making M easurement M ake S ense Five-Part Digital Marketing Measurement Solution:

DEFINE Shift from a “served” to a “viewable” impression standard. IMPRESSION Develop an exposure duration metric

ESTABLISH Introduce an online Gross Ratings Point (GRP) metric, Making Measurement CURRENCY providing reach and frequency reporting of viewable impressions Make Sense

From tablets to televisions, desktops STANDARD Implement classification system and taxonomy for banner, CLASSIFICATION to magazines, consumers eagerly har- rich media, and streaming video ads ness all forms of media, which adds OF AD UNITS great complexity and challenges to BRAND AD measuring advertising campaign per- Define standard and transparent metrics for view-through PERFORMANCE reporting and cumulative social activity formance. Making Measurement Make METRICS Sense (3MS) is an ambitious cross-ecosystem collaboration led by IAB, the BRAND ATTITUDINAL Establish standards and vendor accreditation to improve 4A’s, and the ANA, with support of the MEASURES methodology for digital brand attitudinal studies Newspaper Association of America (NAA) and the Online Publisher’s Association (OPA). The initiative aims to improve the process of planning, buying, and evaluating cross-media campaigns through the development of digital metrics and standards that are most relevant and valuable to brand advertisers.

At the start of the year, the associations retained Bain & Company and the advisory firm MediaLink to facilitate the project. After more than 150 one-on-one interviews with stakeholders, the coalition led by nearly 40 industry executives released a document defining five guiding principles of digital measurement. By September, the guiding principles had evolved into a five-part Digital Marketing Measurement Solution.

At year end, the first three solutions were in the midst of pilot tests with the support of leading marketers, agencies, publishers, and ad servers. Bain & Company is con- tinuing to facilitate Making Measurement Make Sense leadership in discussions with the Media Rating Council to provide ongoing change management for indus - try metrics and currencies as well as standards development and accreditation. As the solutions go to market, the 3MS leadership will look to the standards body to extend the work and learnings of the initiative to other digital media including mobile, tablet, and text. As other media go more and more digital, the 3MS cross- ecosystem model for measurement solutions will extend into the future.

See page 4 to learn how the IAB Mobile Marketing Center of Excellence has made progress in measurement for mobile marketing. John Frelinghuysen, Partner, Media and Entertainment Practice, Bain & Company, speaks at the IAB Ad Operations Summit. Bain & Company has partnered with IAB for the Making Measurement Make Sense initiative. IAB Annu al Repo rt 2 011 C 10 byreated G completely close width ofapagethatuserscan A largebillboardrunningthefull C S Rising anv IAB Bill ases oogle tars Brand b oard /Y ou T ube experiences engaging interactive canvas thatprovides rich, A multi-panel,scrollable IA C byreated M B Filmstri rich, and powerful canvases for the next generation of interactive brand advertising. advertising. brand of interactive for the next generation canvases powerful and rich, new, build to promise the on delivered IAB Stars, Rising With consumers. with tions connec meaningful make and stories their totell banners advertising display tional tradi can’t than be more kept in a need box. Today advertising brands display Great Thrive Stars Rising resonance. and intimacy to amplify opportunities unparalleled provides media in online Interactivity brands. and consumers between bonds the strengthens keting sur delights, it whether proves—that prises, warms research hearts, or opens minds, emotionally knows—and evocative advertising marketplace entire and mar The marketers, companies. media and major of agencies, advertising contributions valuable the by supported was It brands. build to interactive of power the foster 2011, In and to illustrate its efforts redoubled IAB Digitally Brands Building of the Rising Stars ad units in-market revealed breakthrough levels of consumer consumer of levels breakthrough revealed in-market units ad Stars Rising the of Analysis sites. their on available them made had Ziff-Davis and more or NBC, Microsoft, one Hearst, Interactive, CBS AOL, implemented including had publishers Major units. ad Pictures, new six the of Universal and Unilever, Gamble, & Procter Less Kraft, Depot, Home GM, Meeting. including later, 37 advertisers, months three top-tier than Leadership 2011Annual marketplace— the IAB at the February within in adopted announced easily were be and messaging, brand experiences, empower user impact positively would that winners—those The forward-thinking 36 from companies. came Submissions units. ad standard of list IAB existing the ad display to call formats for of enhance the new,submission brand-hospitable unprecedented an with Expo & 2010 the at Conference MIXX began Stars Rising icrosoft p carefully A largecanvas balanced art interactivity offers advertisers state-of-the- 2011 H C IA byreated AOL B Portrait with page ighlights content that - - - - 2011 H ighlights

engagement. The IAB Filmstrip, for example, increased both exposure time and interaction rates by over 90 percent compared to other rich media ads on the Microsoft homepage. By allowing marketers to take advantage of the full poten - tial of interactivity, they were able to forge more meaningful relationships with consumers.

To support the continued adoption of the Rising Stars, IAB has updated its Rich Media Creative Guidelines. For more information, see page 12.

Rising Stars Mobile made its debut in 2011 in response to the explosion of mobile advertising opportunities. Read more about the achievements of the IAB Mobile Marketing Center of Excellence on page 4. A team from McKinney shows Enlightened Events off their IAB MIXX Awards for outstanding creativity and impact At IAB events, inspiring insights from influential industry leaders and stimulating in interactive advertising. one-on-one conversations with peers allow attendees to synthesize new ideas to move the interactive advertising world forward. This year, two of the most prominent events were dedicated to the subject of building brands digitally.

IAB Pushdown IAB S idekick IAB S lider

A banner that users can expand An expandable version of an existing A unit designed to run on the bottom of a downward with broad functionality and IAB standard ad unit that, when clicked, page that prompts users to slide the page a toolbar that is intuitive to use pushes page content leftward to reveal to the side to unveil a full-page branded a full-page like canvas with myriad experience creative possibilities

Created by P ictela Created by M ediaMind Created by G enex

IAB President and CEO Randall Rothenberg issued a strong call for a creative revolution to propel the industry into the brand-building powerhouse it can and should be at IAB Innovation Days @ Internet Week, which was themed “The Future of Display.” Following his remarks, marketing luminaries, technologists, and publishers at the forefront of the display-ad evolution shared their valuable expertise and showcased some of the hottest, game-changing technologies.

Digital storytelling and storybuilding came to life at our largest event of the year, the IAB MIXX Conference & Expo Marketplace. It is through narratives, especially those built with the input of consumers, that brands drive emotional, lasting connections with users. To bolster thought leadership and creative insights on this topic, IAB partnered with The Martin Agency to curate thought-provoking content IAB Annu al Repo rt 2 011 AKQA CEO Bedecarré Tom Ogilvy Officer Creative Digital Chief Former Bastholm Lars WPP Colgate Team Leader Digital Global WPP Atherton Julie Board Advisory Agency IAB the of Chair Big Spaceship CEO and Founder Lebowitz Michael publish agencies, among IAB. of work the into dialogue fully more view of point spark to is objective Board’s infuseers marketers, the agency creative and even and and agencies between media agencies—and Advisory Agency Advertising IAB The IA 12 B Ag ency A ency Socialistic Founder Colleen York New BBH Chairman Cookson Emma McKinney CEO and Chairman Partner Managing Brinegar Brad Organic Officer Creative Chief Brady Conor America North JWT Officer Creative Chief Benjamin Jeff dv i Board sory

DeCourcy & Partners Silverstein Goodby, Partner Associate Director Creative Executive Christian Mediabrands Officer Innovation Chief George Quentin MPG CEO Global Francoli Luisa Maria NY McCann Officer Production Chief and EVP DiLorenzo Brian

Haas panies. Recognizing two burgeoning areas of the marketplace, the 2011 MIXX 2011 MIXX the marketplace, the of areas burgeoning two com media Recognizing major lead panies. and world, the in budgets advertising largest the of many over control direct with marketers brands, powerful create most world’s the who for executives campaigns agency advertising of panel com all-star awards an by interactive only judged the petition is It executions. digital minds the brilliant most honor Awards the MIXX behind IAB the year each interac marketing, in and advertising brand-building tive and creativity groundbreaking foster and celebrate To Awards MIXX IAB engagement. of of consumer worlds chapter next the driving the and coupled brand—defining and Age” media Digital the in Narrative Building event. this Story? for the builders “What’s and storytellers adept most ecosystem’s the convene and IAB updated its Rich Media Creative and Display Guidelines for the first time since since time first the for Guidelines Display and Creative Media Rich its updated IAB on relying torich media tell are In stories. Marketers response, their brand increasingly Guidelines Creative &Display Media Rich Updated certified. been had exchanges and networks 2011, of end the By program. 25 ad the about awareness toraise event one-day a exchanges visited media buyers atsup 25 agencies In in and seven networks content. major marketsparticipating from representatives unsavory as and partstaff IAB of with program, of the port aligned be won’t brands their that marketers reas also sure standards The process. buying the in expect to what know agencies so operations homogenize helps 2010, standards June of in set this Released (QAG). Guidelines officer Assurance Quality compliance Exchanges & Networks IAB internal the to an adhere they of that designation the and audit, internal an training, rigorous in participation and through demonstrate approval, must seal, IAB compliance the the receive ultimately that companies Compliant net ad for exchanges. and certification works assurance quality only and first the launched IAB sellers, Group Barbarian The CEO and Co-Founder Palmer Benjamin co:collective Co-CEO and Founder Ty Montague Modem Publicis CEO Worldwide Maheu Jean-Philippe R/GA America North Officer Creative Chief and EVP Law Nick 360i CEO Wiener Bryan Campfire Partner Managing Steve Anomaly Partner Vulkan Johnny Droga5 President Thompson Sarah &Rubicam Young CEO Global Sable David &O’Dell Pereira Co-Founder and Officer Creative Chief Pereira P.J.

Wax - cated to small retail businesses. retail to small cated dedi season holiday the of start the at day shopping new a weeks launch to able was short three in that campaign a Saturday,” Business “Small for DIGITAS and and Bogusky + Porter Crispin Express agencies American was to Show in presented Best for award and tigious pres The Marketing Advertising. Location-Based Tablet new in categories: campaigns honored Awards communication between buyers and and buyers between communication of clarity the enhance to and ronment envi varied and brand dynamic this in safety ensure To audiences. their serve specific that sites web of vast number the with marketers connect help exchanges and networks Advertising Program Certification Assurance Quality &Exchanges Networks Chain Supply 2011 H ighlights ------2011 H ighlights

2008 to standardize the technological and creative specifications used to create cutting-edge, interactive advertising formats and streamline the creation of these dynamic experiences. The new guidelines modernize existing rich media ad formats and feature a fresh set of brand-friendly rush media units—the new Rising Stars ad units. For the fist time, the guidelines provide a specification for maximum CPU usage and “Z-index” framework for decreasing unintentional conflicts between web page content and ads. To promote the use of these updated guidelines, IAB produced an easy-to-use, interactive tool available at www.iab.net/displayguidelines.

Impression Exchange Solution Resolving impression and click count discrepancies between agency ad servers and publisher ad servers is a The IAB Networks & Exchanges Quality time-consuming, painstaking task. These discrepancies often lead to billing dis- Assurance Guidelines demystify ad putes that result in late payments. The IAB Impression Exchange Solution (IES) networks and ad exchanges by enhancing lessens this issue by helping publishers and advertisers detect and resolve discrep- buyer control over ad placement and ancies early in a campaign’s lifecycle, allowing campaigns to end with reconciled context. Networks and exchanges can impressions and click counts. In 2011, the ANA and the 4A’s announced their full voluntarily agree to be certified against the endorsement of IES and encouraged buyers to adopt the measure, as both buy- guidelines. ers and sellers must participate for the Impression Exchange Solution to be effective. At the IAB Ad Operations Summit in November, four more buy-side ad-serving companies announced their adoption of the solution, bringing the total to five.

Ad Verification Guidelines Advertisers want to know that publishers and ad networks accurately deliver campaigns, not only to the right type and size of audience, but also in terms of page placement and site content—and publishers want to provide assurance to advertisers that campaigns are delivered as expected. As a result, both buyers and sell - ers have invested in verification processes. To ensure that the various methods of ad verification don’t add unnecessary complexity and friction to the buy-sell pro - cess, the IAB drafted and released for public comment Guidelines for the Conduct of Ad Verification in 2011 and will publish the final version in 2012. These guidelines establish a common set of methods that the parties may use to demonstrate adherence to their contracts.

Digital Video Standards Digital video is now much more than just online television. It’s targetable, mobile, and accessible across a wide variety of consumer devices, from personal computers to tablets and smartphones. In 2011, IAB worked toward updating technical specifica - tions that would further empower advertisers to deliver their in-stream video ad campaigns to larger audiences, on various devices and across digital video players at a myriad of compliant publishers. IAB is also developing new extensions and enhance- IAB Annu al Repo rt 2 011 NO AU MA MA OCT JA JU DE AP SE JU FE 14 G N N C V Y B R R P L T 05 op -Line 00 # S 1, 00 PRESS 01 tories

half of2010. month inthesecond up from1,276per 13 percent to1,440, half of2011increased per monthinthesecond press. Average stories generate buzzinthe IAB continuesto ,5 00 RESULTS 2, 00 20 20 20 20 20 02 11 10 09 08 07 ,5 00 provide a uniform taxonomy for all those who are adopting this technology. this adopting are who those all for taxonomy a uniform provide will RTBwhich systems, various across segments audience for describing language adver targeted common is a highly toof standard, The goal OpenRTB produce sell immediacy. with tising near and buy to technology use to publishers and advertisers allows bidding Real-time marketplace. (RTB) bidding real-time the in growth to spur initi companies, sides technology supply and project ated demand by of a leading consortium a OpenRTB, of management the for responsibility 2011, took In IAB OpenRTB to leading trust ads. online with such with engagement consumer industry, increased advertising interactive the in trust consumer increase continually to works group The and consumers. protect to methods designed proactive practices develop to continue we that imperative is it industry, our of cornerstones the are consumers As harm fraud). consumer phishing, spyware, in result malvertising, (e.g. could that threats security network ad and publisher tial poten and current resolving and with identifying tasked network professionals—is security industry of group select Taskforce—a Protection Consumer a year Each Protection Consumer performance. load ad optimized of effects on business the report new a and document Practices Best Performance Load Ad current the to update an be will products work anticipated The hypothesis. this support that data tocollect publishers multiple across campaign survey in-banner 2012 in an launch will IAB As a the result, practices. best the implement to of and take notice agencies creative and media for incentive an as used be to is information this metrics/ROI— efforts onits a study tofocus proveto ad load performance hasassembled a materialre effectwas on businessGroup Working Performance 2011, Load In Ad the Performance Load Ad integrations. eBusiness developed newly own their also have who to test allows companies also partners registry The solutions. trading eBusiness with automated adopted business do and identify to sellers and ers buy allowing Registry, eBusiness the of version beta the is initiative the of com ponent One For development. in is documents. invoice advertising transactional digital standardized a important example, these of auto delivery the electronic for and requirements mated system and protocols communication Initiative developed eBusiness The has errors. delivery campaign inadvertent to leads often and age digital this in inefficient is invoices, and orders, insertion pro plans, RFPs, as media such posals, documents buy-sell key of management and creation manual The Initiative eBusiness bet to content. long-form advertisers within played allow are ads will video It their which in order the control ter completion. the nearing is called (VMAP) solution new Playlist A Multi-Ad advertising. Video video of forms advanced other and active inter rich for standards interoperability sets VPAID while server, ad any video from ads compliant display to players video compliant enables VASTAPI Player-Ad (VPAID). Video Definition the and (VAST) Template Serving Ad Video the both to ments 2011 H ighlights ------

Data Demystification IAB Ad Operations Council Co-Chairs, Dan Murphy, Senior Vice President, Interactive Getting the right message to the right person at the right time is a fundamental goal Research and Analytics, Univision Interactive of advertising—and marketers, advertising agencies, and publishers need data Media (left), and Adrian D’Souza, Director, to achieve this goal. Interactive advertising, and the data it inherently generates, Media Revenue Operations, Google (right), brings the ecosystem significantly closer to this ideal. Information about user activ- accept lifetime achievement awards for IAB ity is what makes targeted and personalized brand messaging possible. Ad Operations Council leadership, presented The marketplace for data has rapidly grown more complex. As more companies by Steve Sullivan, Vice President, Advertising demand consumer data, more devices produce it, and the technology to analyze it Technology, IAB (center). has evolved in sophistication, new challenges have emerged. Marketers, agencies, publishers, and data-related vendors grapple with contractual issues stemming from a lack of a universal lexicon and management of the terms of data collection and use, and competitive challenges. IAB strives to help the industry grow in a way that protects consumer privacy, intellectual property, and the value of data itself.

The People vs. Data Debated The sold-out 2011 IAB Annual Leadership Meeting led with the theme, “The People vs. Data.” Over the course of the three-day event, industry leaders such as Dr. Eric Schmidt of Google, Wendy Clark of The Coca-Cola Company, and Jason Kilar of Hulu took to the stage to provoke valuable and insightful conversations about subjects such as consumer control of data, new data-powered opportunities for campaign creative, and the philosophical and practical differences between what data tells us about people’s interests and what people really want.

Data Council Launched IAB launched the first-ever Data Council to provide a permanent forum for members to address pressing topics surrounding the collection and use of data in interactive advertising. The group is an expansion of the Data Usage and Control Taskforce, which was formed in 2009 and produced the Data Usage & Control Primer in 2010. Initial objectives are to educate marketers and agencies about data gathering and usage to minimize misinformation and confusion, to clarify the different kinds of data that can be collected through media buying, and to establish a universal lan - guage for market participants to accurately describe data. IAB Annu al Repo rt 2 011 16

partners. data and publishers with communication clearer for aframework with planners media provides that resource a practical is Lexicon & Techniques Segments Data IAB The niques. The lexicon demystifies data by establishing standard terms and definitions. definitions. and terms standard by establishing data demystifies lexicon The niques. data- and need publishers, industry the for a universalmeet terminologyto describing audienceLexicon segments data and collection tech Techniques agencies, and Segments Data the marketers, released IAB when essential is related vendors work together to build and execute media purchases. communication In November, of Clarity Published Lexicon Data the IAB Research Advisory Board, it follows up the groundbreaking 2010 report 2010report groundbreaking the up follows it Board, Advisory Research IAB the with collaboration in prepared and Research Radar of Gluck Marissa by Written increase to plans advertising. video digital their reported agencies of percent 55 and marketers of percent 69 surveyed, agencies and marketers 500 the Of television. to compared investment on returns better deliver and advertising video audiences target to digital ability of their improve to use way a as the addressed and spends advertising, their video digital increase toon desires past marketers’ this major released demonstrated study and The April. Perceptions Advertiser by conducted was Advertising,” Video of Digital Perceptions Demand-Side at “An Look entitled Inside study IAB An revenue. advertising mobile to estimate 2011) April first in the was 2010 for (released Report Revenue Advertising Internet the media, mobile of use consumer in growth the to 2010.response of In quarters first from of the 22.8 three percent increase an advertising, $22.8 online on billion spent year, of the advertisers quarters first three the in of printing, time at available 2011 full-year not were While figures basis. quarterly a on advertising the interactive by on spent is much how independently reveals that staple industry conducted an is PwC, of Group Report, Media New Revenue Advertising Internet IAB The marketing. and advertising interactive of value the about and communities business finance, advertising, broader the gained advise and Insights educate also ecosystem. studies larger these effective from the and and businesses informed their more support to design strategies to them empowering decision-makers, try indus for marketplace evolving rapidly the illuminates that research produces IAB Research

D ataques Segments &Techni 2011 H ighlights - - 2011 H ighlights IAB Social media Reach grows

FACEBOOK FANS

2011 ...... 13,004 that examined the strengths and weaknesses of online ad effectiveness research methodologies. 2010 ...... 9,586

In response to popular demand from IAB members and interest across the mar- ...... ketplace, the IAB developed best practices for conceptualizing and conduct- 2009 5,575 ing online ad effectiveness research. The “Best Practices for Conducting Online Ad Effectiveness Research” whitepaper was written by Marissa Gluck of Radar Research and prepared in collaboration with the IAB Research Advisory Board. The IAB Research Council has formed a Publisher’s Working Group to create stream- lined guidelines for publishers, agencies, and vendors to follow in order to conduct better ad effectiveness studies and to maintain momentum on research and devel - TWITTER F OLLOWERS opment investments.

Affluent Americans, those in homes with at least $100,000 of annual income, are a very desirable target for marketers and advertisers, yet they have long been hard to reach through traditional media. Through a study conducted by Ipsos Mendelsohn, 2011 ...... 21,283 IAB demonstrated that affluent Americans’ avidly use digital media and are more receptive to its ads. This comprehensive look at affluent consumers’ attitudes and behaviors toward digital media revealed that marketers targeting affluents would 2010 ...... 10,587 be wise to spend their budgets in digital media, where they will reach more of this audience in ways that are far more compelling and engaging than in other media. 2009 ...... 4,386 “Affluent Consumers in a Digital World” revealed that 55 percent of affluent U.S. consumers have learned about new products from interactive advertising, as compared to 49 percent of those with lower household incomes.

The IAB, in partnership with OTX, launched HearWatchSay (HWS), an online com- Linkedin M embers munity of media and tech fans, people who are influencers on content, including games, enjoy tech gadgets, and tend to use the Internet more than the average consumer. HWS provides insights into what the future of digital media might hold and also consumer insights into specific topics of interest to IAB members. While developing and testing HWS in 2011, topics explored via surveys and discussion groups 2011 ...... 3,328 included a diagnostic study of online video and online TV consumption, and digital holiday shopping trends. 2010 ...... 1,764 A Mobile Research Working Group was formed to discuss research issues and studies of particular interest to the growth of the mobile sector. And, an IAB Research 2009 ...... 1,073 LinkedIn Group came together to share research and ideas among Research Council members outside of meetings.

The First Annual IAB Sales Positions Salary Survey was created in conjunction with the Sales Executive Council and produced useful industry benchmarks outlining sales position salary ranges and compensation structures. The report is available IABTV Y ouTube Views only to participating IAB member companies.

Please see page 5 for research from the IAB Mobile Marketing Center of Excellence, including the first ever ranking of the most mobile shopping savvy cities in the United States.

2011 ...... 95,119

2010 ...... 36,949

2009 ...... 15,301 IAB Annu al Repo rt 2 011 18

Company, IABMIXX The Coca-Cola Excellence, and Content Advertising Strategy President, Global Mildenhall, Vice Jonathan T Ev 011 2 and debate the most pressing issues facing digital advertising. advertising. digital facing issues pressing most the debate and discuss to agencies—gathered advertising or brands from percent 30 and or level higher, president vice publish the at executives professionals, were which percent agency others—40 across and marketers, ers, events 28 brand 7,000 hosted IAB than the as More country. audiences the sold-out inspired onstage experts try tising and marketing. It shapes the vision for digital advertising and helps 2011, In helps leaders. as indus and top bloom and advertising businesses their digital develop for attendees vision the shapes It marketing. and tising hrough its events IAB has become the convening voice for interactive adver e nts nts 2011 E

Internet Week Advertising, IABInnovation Days@ Global Creative Solutions,Microsoft Stephen Kim,GeneralManager, vents H

Leadership Meeting IAB Annual President, BabyCenter, Chairman andGlobal Tina Sharkey, ighlights - - - 2011 E vents H ighlights

Dr. Eric Schmidt, Baratunde Executive Chairman, Thurston, Google, IAB Annual Co-Founder of Jack Leadership Meeting & Jill Politics, and Director of Digital for The Onion, IAB MIXX Awards

Carolyn Everson, Vice President, Global Marketing Solutions, Facebook, IAB MIXX

Ross Levinsohn, Executive Vice President, Americas Region, Yahoo!, IAB Innovation Days @ Internet Week Mike Hughes, President, The Martin Agency, IAB MIXX IAB Annu al Repo rt 2 011 20

IAB MIXXAwards Global Creative Solutions,Facebook, Group, andMarkD’Arcy, Director, Chief Executive Officer, TheBarbarian Benjamin Palmer, Co-Founderand Annual President, Integrated and Capabilities, Communications Wendy Clark, The Coca-Cola Company, IAB Leadership Senior Vice Marketing Meeting 2011 E

Internet Week IAB Innovation Days@ Marketing Officer, L’Oréal, Marc Speichert,Chief vents H

Internet Week IAB Innovation Days@ Global Revenue, Twitter, Adam Bain,President,

IAB MIXX Wieden+Kennedy, Creative Director, Interactive Executive Iain Tait, Global ighlights During a Google presentation at IAB MIXX, participants use glow sticks to demonstrate how long they watch video advertising.

Peter Naylor, Executive Vice President, Digital Media Sales, NBCUniversal, IAB Annual Leadership Meeting

Pictured, above left: Kevin Pollak, Host, Kevin Pollak’s Chat Show, IAB Digital Video Marketplace Pictured above: Brian Wong, Founder, kiip, IAB Mobile Marketplace

Doc Searls, Fellow, Berkman Center for Internet and Society, Harvard University, and John Battelle, Founder and Executive Chairman, Federated Media, IAB Innovation Days @ Internet Week IAB Annu al Repo rt 2 011 22 es eel e tcnlg ad e ies avne com advance ideas, new and technology new reveal ners tech part its and classes, IAB Lab, Ad the Through webinars. and meetups, development product professional discussions, demonstrations, roundtable releases, recep research networking tions, presentations, study case for together I • • • • • • • • 2011 in IAB Ad Lab the in Happenings IAB Affluent Consumers Research Breakfast Briefing Breakfast Research Consumers Affluent IAB Meeting Board Council Rating Media Reception Networking Leadership &WAM Women Hatchery The University Rutgers with Program Marketing Digital Mini-MBA &Johnson Johnson Town Hall Enterprises Davis Ziff Business Viral York Meetup: Viral New Greet and Meet Murphy Chris Congressman Roundtable Privacy Blackburn Marsha Congressman embodiment of the IAB—where the digital world comes comes world digital the physical IAB—where the of center—the embodiment events and meeting state-of-the-art a multipurpose Lab, Ad IAB the unveiled 2011, IAB n Introduc T he IAB Ad i - - - n of mobile advertising. mobile of future the anticipating to online, brands building to ad formats, new creating from opportunities, exciting and press needs most ing industry’s where the of venue some address a leaders City—is thought York New in headquarters IAB’s education. and networking, collaboration, and innovation, encourage and leadership thought through interests mon • • • • • • • and more and events, networking Meetings, Council and Committee IAB Marketing Tablet of Ten Commandments Roundtable Agency Operations Ad IAB York New of Club Ad The with IAB.networking Day Agency Committee Audio Digital IAB Summit Taskforce Invoicing Electronic eBusiness Judging Awards MIXX IAB The new community hub—located directly above the the above directly hub—located community new The g

L ab - 2012 O perating A genda

IAB2012 Operating Agenda: Beyond Time and Space

The IAB 2012 Operating Agenda: Beyond Time and Space includes the top-level objectives of IAB, guiding the creation of new initiatives and advancing existing endeavors.

Making Measurement Building Brands Protecting Privacy Makes Sense (3MS) Digitally

A cross-industry coalition Advancing interactive Working with committed to developing advertising to meet the Washington, D.C., to brand-building digital needs of brand marketers protect consumer privacy metrics and cross-platform through self-regulation measurement solutions of behaviorally targeted interactive advertising

Ad Tech & Screens3 Data Leadership

Guiding the data Driving the growth of marketplace, protecting the mobile marketing, consumer privacy, and advertising, and media reducing operational marketplaces friction between publishers and advertisers to drive greater efficiency in the marketplace opportunities, please visit www.iab.net/member_center visit please opportunities, IAB Annu al Repo rt 2 011 W 24 Members General CMG Digital & Strategy Team &Strategy Digital CMG Technologies Clearspring Radio Channel Clear Celebuzz Sportsline CBS Interactive CBS Media Casale Cars.com Caring.com CafeMom Buzznet BUZZMEDIA BusinessWeek Online Inc. BrightRoll, Media Break Brand.net Technologies Affinity Brand Media Globe Boston Calypso Blue L.P. Bloomberg Inc. BlogHer, blinkx Ltd Co., Advertising Sina Beijing Worldwide BBC Advertising Bazaar Network Batanga LLC BabyCenter, Autotrader.com AudienceScience Corp. AtomShockwave Solutions Atlas AT&T AdWorks Appssavvy Inc. AOL, Publishing Express American Networks AMC Amazon.com ALM Allrecipes.com Allbusiness.com Akamai Advertising.com Group Age Advertising Inc. Communications, Advanstar Adtegrity Ltd Group Media Adconion Inc. AdBrite, Adap.tv LLC USA Media Pepper Ad aCerno AccuWeather.com Punk Absolute Inc. About, TV National ABC AARP Networks Television A&E Media 5min 4INFO 33Across Inc. Inc. 24/7 Media, Real IAB will continue to grow. To learn more about IAB membership membership IAB about more learn Togrow. to continue will the IAB of ranks the through participation, support ongoing your their With years. for the out members our of all thank to like e’d Interactive Jivox Inc iVillage, interCLICK One Interactive Digital Impremedia IMDB Entertainment IGN Idolator Entertainment IDG IDG I-Behavior Network iAd Hulu Inc. Hoover’s, Media Digital Magazines Hearst HealthiNation Review Business Harvard LLC Wood, Hanley Half.com Network Games GSN Inc. Google, Media Glam Inc. Gigya, Geeknet Media Gawker GamePro Channel News FOX Forbes.com Publishing Media Federated Facebook Solutions Media Expedia TV Exercise Everyday Health ESPN.com epicmobile Group Media Epic Inc. e-Miles, Inc. eMarketer, Arts Electronic Edmunds.com eBay &Company Jones Dow Group Media Interactive Disney Communications Discovery Review Photography Digital Group Broadcasting Digital Digg Media Demand Inc. Dailymotion, CXO Semantics Crystal Inc. Communications Crain Interactive CPX Solutions Digital Cox Group Media Nast Condé Nast Condé Loop Concrete Central Comedy Media Interactive Comcast Entertainment Digital Comcast Collective CNN.com . - The Business Insider Business The Press Associated The USA Networks Terra Telemundo TargetSpot Inc. Synacor, StumbleUpon.com StubHub.com Strategy+Business Stereogum SpotXchange SponsorSelect Media Specific Television Pictures Sony Sojern Life Socialite Smowtion Inc. SmartBrief, ShareThis Scripps Networks Rovi Corporation Inc. Rodale, ! RockYou Inc. Media Right Rent.com Association Digest Reader’s RadiumOne Q Interactive PulsePoint 360 Pulse Pontiflex World PC Media Patch Inc. Media Pandora OwnerIQ Winfrey Oprah The OWN: Network Advertising Orange Inc. Technologies, OpenX OGGIFINOGI LLC Travel Media, NorthStar &Commerce Location Nokia Nickelodeon Network, National Newspaper Netmining Media NCC Media Digital Universal NBC Stations Television NBC Geographic National MyWebGrocer Inc. MySpace, MTV Networks Interactive MSG Inc. Move, Inc. Morningstar, Media Millennial Advertising Microsoft Metacafe Media Interactive Meredith Inc. Meebo Living Stewart Martha Marchex &Fast Inc. Ventures: Mansueto LinkedIn Media LIN Inc. Technologies, Kontera Kijiji.com Book Blue Kelley Katz 360 Jr. Jared Just Jared Just Jumptap Media Automotive Jumpstart Interactive Network LP Omnimedia Company M IAB Videology TubeMogul Media Technorati Nation SB Networks Resonate Outbrain InMobi FindTheBest.com Inc. Buysight, Inc. Bizo, Base79 AdKeeper, Inc Ad.ly Inc. Zillow Inc. Davis, Ziff Enterprise Davis Ziff YuMe YouTube Yelp Inc. Inc. Yahoo!, Espanol en Yahoo! WWTDD WorldNow Entertainment Wrestling World WildTangent WhitePages WeatherBug Post Digital Washington Research Media Bros. Warner Videogum Media Vibrant Vevo Inc. Works, Search Vertical Media ValueClick USATODAY.com Report &World News US Media Interactive Univision Undertone TVGuide.com LLC Trip Advisor Media Retail Triad Video Tremor Inc. Travora Media, Transpera TRAFFIQ Leader Traffic Cable Warner Time Inc. Time Thomson-Reuters TheStreet.com Channel Weather The Digital Journal WallStreet The Superficial The Group Slate The Company York Times New The Group Goodway The AppNexus Alcatel-Lucent aiMatch AdXpose Inc. US, ADTECH AdShuffle Media AdSafe AdReady AdoTube Adometry Inc. Systems Adobe AdMeld Inc. Ad-Juster, AdJuggler Corporation Acxiom International Active Media Accordant Accenture Members Associate Network embership IAB M embership

Archer Advisors ExtremeReach MarketShare Partners Rocket Fuel Inc Audit Bureau of FatTail, Inc. Media6Degrees SAS Institute, Inc. Circulations (ABC) Format Dynamics Medialets Scarborough Research Bartle Bogle FreeWheel MediaMath Sharethrough Hegarty LLC Goldspot Media MediaMind ShortTail Bazaarvoice, Inc. Gridley & Company, LLC Mediaplex Simulmedia BCM Ground Truth Medicx Media Solutions SQAD Bering Media Inc HIRO-Media Mixpo Sybase 365 BlackArrow iCrossing Mochila Inc. Szabo Associates, Inc BlueCava IHG Morpheus Media TARGUSinfo Bluekai ImServices Group MRM Worldwide Telemetry Limited Booz & Company Incisent Technologies LLC Nestle Television Bureau of Advertising BPA Worldwide Industry Brains NetSeer The Allant Group Brightcove Innovid Inc. Neustar, Inc. The Center For Sales Strategy BrightLine InsightExpress Newspaper Association of The Hacker Group BrightTag, Inc. Intel Corporation America The Media Innovation Group Buddy Media Interpolls Nexage The Rubicon Project Cable Television Interpret LLC Nielsen The Sales Athlete, Inc. Laboratories, Inc. INVISION Inc. OneScreen Inc. The Trade Desk, Inc. Canoe Ventures, LLC Invite Media, Inc. Ooyala Theorem, Inc. Centro IPSOS Operative thisMoment, Inc. Cisco Media Solutions Group Janrain Organic Inc. Time Warner Corporate Compete, Inc. Jordan, Edmiston Group, Inc. Peer39 TiVo Inc. comScore Kantar Media North America Peerset TruSignal Crisp Media Kantar Video PerfectMarket Inc. TRUSTe Criteo Kimberly-Clark Corporation Phorm, Inc. Turn, Inc. Critical Mass Klaustech, Inc. Pictela V12 Group Inc. Cross Commerce Media, Inc. Korrelate PointRoll Visible Measures Crowd Science KPMG Polk Vizu Datalogix Krux Digital PricewaterhouseCoopers WebTrends DataXu Leapfrog Online Proximic, Inc. WiT Media Deloitte & Touche, LLP LinkShare PubMatic xAD DeSilva + Phillips, LLC Liquidus Quantcast XGRAPH, Inc Donovan Data Systems LivePerson, Inc. Realvu YieldEx, Inc. Dotomi LiveRail Inc. Red Aril, Inc. Zeta Interactive DoubleVerify Lotame Rich Relevance, Inc. DraftFCB LucidMedia Networks, Inc. List includes member subsidiaries Dynamic Logic, a Millward Brown Company Efficient Frontier Epsilon Targeting New Associate Members Ernst & Young LLP Evidon Adara Media, Inc. ExactTarget Adchemy Addroid Legolas Media, Inc. Experian Marketing LiveIntent Services Mocean Mobile Ad-iD, LLC Mojiva Inc ADITIVE, Inc. Localytics Nature Publishing Group ADmantX Magnetic NetShelter Technology Media Adnetik Magnify Platform Services News Distribution Network AdPerfect Markit On Demand Publishers Clearing House AdSymptotic, Inc. Maxifier QuadrantONE AdTruth MediaWhiz Revision3 Adventive Merkle, Inc. SAY Media Advertiser Perceptions Metamarkets Group SocialVibe Adzerk Moat Inc. Spotify Amobee Mobsmith SugarInc Arbitron NeoMedia Technologies New Members The Media Dash Big Fish Games, Inc Netbiscuits Tribal Fusion BIGinsight Netezza, an IBM Company New General Members Tribune Company Briabe Mobile NextMark Adfonic Ltd Triton Digital Celtra PIVnet adMarketplace BrandAds ChoiceStream, Inc. Proclivity Systems, Inc. Alloy Digital Ditl Inc ClearSaleing Rapleaf Audio4cast Editorial Projects in Education Cleveland Clinic SeaChange International Beliefnet, Inc. Function(x) Inc. Connexity Semcasting, Inc. Chitika, Inc Grab Networks CTAM: Cable & Simpli.fi Complex Media Innovate Networks Telecommunications Smart AdServer FOX Sports Interactive Media Journal Register Association Spongecell Grooveshark Jun Group DoublePositive Marketing Group Tapad, Inc. Innity Corporation MailOnline DynamicVideo Teradata Joost Media Mediabrix eXelate The Integer Group Local Corporation Prisa Digital Eyeview Inc The Media Trust Company Martini Media Punto New Media FastPay TruEffect, Inc. Matomy Media Rhythm NewMedia Flashtalking VINDICO Group MedHelp.org SiteScout Inc. Flite Winterberry Group LLC Mediative The Daily Intuit Worldata Mercury Radio Arts Unruly Media JumpTime MLB Advanced Media, LP Vertical Acuity Knowledge Networks IAB Annu al Repo rt 2 011 26 G Working advertising. interactive to grow and companies, respective their within leadership thought and efficiency improve to tools develop periodically and practices best share members Council organizations. Members’ General within role a specific on based each are Councils IAB C segments. platform their within advertising interactive creating and planning, buying, with associated processes the simplify or mix marketing the in prove value to together work Committees medium. advertising interactive the within platform aspecific on based each are Committees IAB Committees participate on a regular basis. aregular on participate to companies non-member from guests to invite ability the have and body sponsoring the from members with seeded are Groups Working Council. or Committee sponsoring reviewto the for them presenting and deliverables initiative’s the creating with tasked are They industry. the facing issues address to directly order in Councils or by Committees sponsored are Groups Working ouncils rou p s Data Council Lisa Campbell,Cars.com CFO Council Doug Sterne,PandoraMedia Brian Benedik,Katz360 Audio Committee Dan Murphy, UnivisionInteractive Adrian D’Souza,Google Ad OpsCouncil 2011 Co-Chairs their and &Councils Committees Sharon Knitter, Cars.com Scott Jensen,TheWeather Channel Cameron Clayton,TheWeather Mobile Advertising Committee Jason Ryning, MicrosoftAdvertising Steve Hicks,ZiffDavis Legal Affairs Council Jay Freshwater, TheWeather Channel Tim McConville,Cars.com Local Committee Lana McGilvray, PulsePoint(Chair) Committee Lead Generation&Email Jared Iwata, Time Warner Cable Chris Falkner, NBCUniversal Digital ITV Committee Joy Taylor, ElectronicArts Kym Nelson,IGNEntertainment Games Committee Joey Trotz, CNN.com Suzie Reider, Google Digital Video Committee Dennis Oldroyd, MicrosoftAdvertising Andrew Kraft,Collective Media Channel Media COMMITTEESIAB &C Dave Morgan, Simulmedia(Chair) Public Policy Council Jay Sears,CONTEXTWEB David Jacobs,Advertising.com Committee Networks &Exchanges Borja Perez, NBCUniversal Digital Mark Lopez, Google Multicultural Council Chris Cunningham,Appssavvy John Schneider, Taykey Social MediaCommittee Dan Schock,Google Saleel Sathe,MicrosoftAdvertising Search Committee Brian Quinn,Triad RetailMedia Sheila Buckley, TheWeather Channel Sales Executive Council Beth Uyenco Shatto,Microsoft Stephanie Fried,Vevo Research Council Media Advertising ouncils IAB COMMITTEES & C ouncils

2011 Working Groups

Audio Agency Day Planning and ITV PSR Education and Adoption Programming Working Group Working Group Audio PSR Update and Narrative ITV PSR Update Working Group Working Group ITV Capabilities White Paper Working Ad Verification Working Group Group Consumer Protection Taskforce Code of Conduct Working Group Creative Specs Database Revamp Email Creative Best Practices Working Working Group Group Discrepancies Taskforce Email Ts&Cs Addendum Working Group eBusiness Beta Working Group Mobile In-App Ad Measurement Working Group eBusiness Invoicing Taskforce Mobile Richmedia Ad Interface Impression Exchange Working Group Definitions (MRAID) Working Group Ad Load Performance Working Group Mobile Ad Measurement Working Campaign Workflow Best Practices Group Rich Media & Display Guidelines Mobile Ad Ops Working Group Working Group Mobile Research Working Group Rising Stars Mobile Agency Working Rising Stars Mobile Agency Working Group Group CFO Taskforce Tablet Buyer’s Guide Working Group Accounts Receivable Working Group African-American Working Group Compensation Working Group Multicultural Communication and Events Reporting and Forecasting Working Working Group Group Hispanic Working Group Data Lexicon Working Group Networks and Exchanges Tech Platforms Data Quality Assurance Guidelines Working Group Working Group Digital Video and TV Synergies Ecosystem Mapping Working Group Research Working Group Data Marketer and Agency Education Nomenclature Working Group Working Group XMOS 2.0 Working Group Digital Video Measurement Online Media/Sales Kit Working Group Convergence Working Group Sales Awards Working Group Digital Video Industry Narratives Working Group Digital Video VAST and VPAID Education and Compliance Working Group Digital Video VAST and VPAID Technical Standards Working Group IAB Annu al Repo rt 2 011 28 E B IAB Founding Chairman Archer Advisors Rich LeFurgy Univision Interactive Media Kevin Conroy Media Hearst Magazines Digital David Carey Time Inc. Paul Caine AOL Ned Brody Network The Wall Street JournalDigital Alisa Bowen Federated Media Publishing John Battelle Facebook Tom Arrix MTV Networks Kevin Arrix Board o Vice Chair NBC Universal DigitalMedia Peter Naylor Chairman IDG Bob Carrigan President IAB Randall Rothenberg headquartered in New York City with a Public Policy office in Washington, D.C. For more information, information, more For D.C. www.iab.net. visit Washington, please in office Policy Public a with City York is New IAB 1996, in the in Founded headquartered advertising. interactive on research critical fields and practices and dards stan recommends and evaluates IAB the companies, with its member Working advertising. of interactive value the about community business wider the and companies, The media agencies, spend. marketers, marketing educates IAB total of share members’ its of and spend, marketing total of share interactive’s of States. marketplace, United advertising the interactive in the of growth the to advertising dedicated is IAB the online technol of members, its of and behalf percent On 86 media selling for leading 500 responsible are than who more of companies ogy comprised is (IAB) Bureau Advertising Interactive The 212 380 4700 York 10016 York, New New 116 7th 27th Floor Street, East Bureau Advertising Interactive in general For E x Off xecuti icio oard o v e e f D f C ormation a ormation irectors ommittee f D irectors BlogHer Jory DesJardins Google Henrique deCastro CNN.com Greg D’Alba BabyCenter Tina Sharkey 24/7 RealMedia, Inc. David Moore CMG Digital&StrategyTeam Leon Levitt Tremor Video Randy Kilgore Treasurer Disney Interactive Media Group Bruce Gordon Millennial Media Paul Palmieri CBS Interactive David Morris AT&T AdWorks Greg McCastle Electronic Arts Dave Madden Cars.com Mitch Golub Disney Interactive Media Group Dave Dickman b out the IA the out B, p B, lease contact us at: contact us lease AudienceScience Jeff Pullen Forbes.com Michael Perlis USATODAY.com David Payne Meredith Interactive Media Lauren Wiener Microsoft Advertising Rik van derKooi ValueClick Media Bill Todd Secretary ReedSmith Joe Rosenbaum Amazon.com Lisa Utzschneider Discovery Communications Evan Sternschein Ziff Davis Vivek Shah Condé Nast Drew Schutte Comcast Interactive Media Scott Schiller - -

Who’s Who at IAB

President & Chief Executive Officer Randall Rothenberg — [email protected]

Executive Vice President & Chief Operating Officer Patrick Dolan — [email protected]

Executive Vice President & Chief Marketing Officer David Doty — [email protected]

Senior Vice President, Public Policy & General Counsel Mike Zaneis — [email protected]

Senior Vice President, Research, Analytics & Measurement Sherrill Mane — [email protected]

Administration & Initiatives & Jeff Fryer Joe Laszlo Finance Committees Manager, Marketing Senior Director, [email protected] Mobile Center Mark Goldman Steve Sullivan [email protected] Senior Director, Finance and Vice President, Advertising Shira Orbach Administration Technology Coordinator, Marketing Sabrina Alimi [email protected] [email protected] and PR Senior Manager, [email protected] Industry Initiatives Molly Flynn Peter Minnium and Mobile Center Manager, Administrative Head of Brand Initiatives [email protected] Services [email protected] Membership [email protected] Chris Mejia Michael Theodore Professional Lauren Harris Director, Digital Supply Vice President, Member Development Office Manager Chain Solutions Services [email protected] [email protected] [email protected] Jennifer Deutsch Director, Professional Jenna Martinez Seneca Mudd Julie Van Ullen Development Manager, Finance and Director, Industry Initiatives Director, Business [email protected] Administration [email protected] Operations [email protected] [email protected] Brendan Riordan- Public Policy Butterworth Luke Luckett Alison Pepper Events Director, Technical Standards Senior Manager, Member Senior Director, Public Policy [email protected] Services Lisa Milgram [email protected] [email protected] Vice President, Events Jessica Ramirez [email protected] Sarah Hudgins Coordinator, Industry Kevin Blouin Director, Public Policy Services CRM Manager Virginia Rollet Moore [email protected] [email protected] Senior Director, Events [email protected] [email protected] Corie Blumstein Marketing & Public Manager, Member Services Research Phil Ardizzone Relations [email protected] Director, Event Sales and Kristina Sruoginis Director, Research Business Development Alex Dolan Sharon Scoble [email protected] [email protected] Director, Marketing CRM Coordinator [email protected] [email protected] Suzanne Hogan Ad Lab Manager, Events Chris Glushko [email protected] Director, Marketing Mobile Marketing Laura Baker [email protected] Center of Rebecca Whitehead Manager, Ad Lab Excellence [email protected] Manager, Events Laura Goldberg Programming Public Relations Anna Bager [email protected] [email protected] Vice President & General Manager, Mobile Center Tracy Keller [email protected] Senior Manager, Events Marketing [email protected]