2010 IAB Annual Report

annual report 2010 Our Mission

The Interactive Advertising Bureau is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend.

engagement Showcase to marketing influencers interactive media’s unique ability to develop and deliver compelling, relevant communications to the right audiences in the right context.

accountability Reinforce interactive advertising’s unique ability to render its audience the most targetable and measurable among media.

operational effectiveness Improve members’ ability to serve customers—and build the value of their businesses—by reducing the structural friction within and between media companies and advertising buyers. A Letter From Bob CARRIGAN The State of IAB and Our Industry

t the end of 2010, as my Members offered their first year as Chairman of time and expertise to advance Athe IAB Board of Directors IAB endeavors by participat- opens, I am pleased to report that ing in councils and committees the state of the IAB, like the state of and joining nonmember indus- the industry, is strong and growing. try thought leaders on stage to In 2010, IAB focused more educate the larger community than ever on evangelizing and at renowned events like the IAB unleashing the power of interac- Annual Leadership Meeting, MIXX tive media, reaching across all Conference & Expo, and the new parts of the media-marketing value Case Study Road Show. chain to find the common ground on which to advance our industry. Focused on the Future Simultaneously, the organization In 2011, IAB recognized the held true to its long-term mission of strength of its executive team engagement, accountability, and by promoting Patrick Dolan to operational effectiveness. Executive Vice President and As we move into the organiza- Chief Operating Officer, David tion’s seminal 15th year, we have Doty to Senior Vice President and plans for remarkable accomplish- ership gatherings for the indus- ment across all digital media. Chief Marketing Officer, and Mike ments, many of which you will read try. Twenty-ten was also a year of Throughout the year, IAB Zaneis to Senior Vice President about on the following pages. internal growth, in which the IAB dedicated its resources to mini- and General Counsel. After a decline in 2009 expanded its presence by opening mizing friction in the buying and I look forward to leading the and a slowing pace of growth a West Coast office. selling of online media. In June, organization into 2011. IAB is in 2008, our industry is flourish- Indeed, 2010 saw IAB IAB released the Networks & poised to deliver the most exciting again. While full-year figures enhance its centrality to the entire Exchanges Quality Assurance ing and results-focused year in its are not yet available as we go to marketing and advertising eco- Guidelines to ensure transparency history. You can see on the follow- press, the industry’s 2010 third- system. The organization stood and consistency in ad network and ing pages the six-point strategy, quarter revenue of $6.4 billion in Washington, D.C., to cham- exchange operations, which 16 entitled Digital Everywhere, that set a new record high, accord- pion consumer privacy protec- member companies have already IAB will pursue. Among the most ing the IAB Internet Advertising tion and defend our businesses pledged to adopt, and issued the exciting adventures for the year Revenue Report conducted by against deleterious legislation final version of Standard Terms & are the launch of the IAB Ad Lab, PricewaterhouseCoopers. and regulation. The IAB Privacy Conditions 3.0 to expedite con- a new industry meeting ground Matters public education cam- tractual negotiations for the most where creatives and technolo- Tracking Broader Growth paign and the implementation of common types of interactive gists, device manufacturers and Trends the Advertising Option Icon pro- media buys. software developers, publish- IAB itself joined the industry in gram—developed and supported IAB efforts to overcome sup- ers and agencies, marketers and experiencing a year of gratify- by a vast, cross-industry alli- ply-chain friction and boost the thought leaders, start-ups, and ing upswing, in membership, in ance—demonstrated our indus- marketplace extended to the media titans can come together to dues revenues, and in revenues try’s ability to work together to burgeoning mobile platform. In discuss, debate, demonstrate, and from its events business, enabling protect consumer privacy and collaboration with the Mobile network under the banner of IAB. the organization to pursue its stra- ensure the vitality of the interac- Marketing Association (MMA), You have my pledge that IAB tegic mission of supporting the tive advertising market. we released standards for mobile will continue to foster growth for growth of interactive media. IAB marketing measurement. IAB all its member companies, and for ended the year with 426 gen- Change Through deepened its commitment to the the industry at large, in 2011. I look eral and associate members, Collaboration space by launching the IAB Mobile forward to working with the Board an increase of 15 percent from IAB worked closely with many Marketing Center of Excellence, of Directors, IAB members, and the 2009. Small-publisher participa- trade organizations through- whose mission is to drive the industry to advance our common tion surged, with 388 new Long out the year, and most recently development of mobile advertis- interests—and to having a lot of Tail members. cultivated the support of the ing through research, best prac- fun in the process. Dues hit just over $6M, a 6 per- American Association of tices, and evangelism. cent increase from plan, and events Advertising Agencies (4A’s) This year IAB also engaged contributed $5M, up 37 percent and the Association of National agency creatives on its Agency from plan. The IAB’s events busi- Advertisers (ANA) for the Making Advisory Board and in the Rising ness also cemented its reputation Measurement Make Sense initia- Stars competition, asking them to Bob Carrigan for producing conferences that tive. That venture is charged with tell us which ad formats they’d like Chairman serve as the central thought lead- devising a business solution to to see standardized in 2011—for- IAB Board of Directors one of the most perplexing metrics mats that will inspire effective and issues: how to create consistent, breakthrough brand advertising Chief Executive Officer transparent, and reliable measure- within interactive media. IDG Communications

Annual Repo rt 2010 1 2010: the year at iab Financial Growth as the “Great Recession” Subsides

ollowing two years of strong Revenue from membership is $1.350M, or 37 percent, over for our nonprofit trade organiza- economic headwinds, IAB in dues came in 6 percent over plan. This expansion in event tion and represents an increase F2010 experienced a period budget. This gain came from the attendance required greater of $500,000 from the reserve’s of growth. A broad, albeit uneven, broadening of our Associate tier, expenditures, which is visible size at the end of 2009. IAB has recovery in the advertising mar- with 57 new industry-supportive in the difference between our dedicated the remaining balance ketplace and the expansion of members, and our Long Tail mem- planned and actual expenses. of the surplus to the development ad-supported digital media com- bership category for small pub- At the end of the year, our of the IAB Ad Lab, the formation panies allowed for growth in lishers, which saw skyrocketing revenues exceeded our bud- of the IAB Mobile Marketing cross-industry membership and participation and ended the year get to produce a surplus of Center of Excellence, and other our events business. This allowed us to strategically invest in initiatives and projects that would raise Financial Key Indicators for 2010 membership value and add a level (‘000) of much-needed financial security 2010 2010 Var from Var From to our operations. Actual Budget Budget $ Budget % We planned our 2010 budget cautiously, aware that the dues Revenue $ 6,175 $ 5,825 $ 350 6% financial turbulence of the period Events Revenue $ 5,000 $ 3,650 $ 1,350 37% might not have been ready to sub - side. We trimmed our planned Total Expenses $ 10,814 $ 9,759 $ 1,055 11% expenses and our expected revenue from events, while slightly gain (Loss) $ 859 $ 0 $ 859 658% upping our budget for membership dues revenue. But as the year pro- with 388 members, up from 92 in $859,000, bringing our net asset strategic investments that will gressed, our performance began 2009. Our general membership, total to $968,000. Of this fig- increase our utility to members to outpace those conservative dedicated to sellers of advertis- ure, $609,000 is being held in a and help us maintain our cen- expectations. ing inventory, showed a minor reserve. This is a prudent measure tral position in encouraging the decrease of 2 memberships. advancement of the interactive Our events business bene- advertising industry in 2011 and fitted from the brighter economic beyond. outlook and our proven track record of must-attend, high- quality events. Attendance and sponsorship income contributed $5M of top-line revenue, which 2010: the year at iab

IAB Membership by type: 2010 / 2009

Total Members:

2010 236 190 388 814

2009 238 133 92 463

0 200 400 600 800

General Associate Long Tail

IAB Membership by Revenue: 2010

General 88%

Associate 11 %

Long Tail 1%

Events Record Year All Events FY 2010

2010 Events 5,000 Revenue (Dollars 3,497 ‘000)

2010 6,173 Events Attendance 5,032

0 2,000 4,000 6,000

2010 2009

3 2010 Highlights 2010: The Year at IAB

y identifying and leveraging the common Self-Regulatory Principles for Online threads that connect all segments of the media Behavioral Advertising marketing ecosystem, IAB in 2010 redoubled B The year’s work culminated on October 4, when its resolve to make significant advancements for all the Digital Advertising Alliance (DAA)—a collab- its member organizations and the interactive indus- oration among IAB, the American Association of try as a whole. Advertising Agencies (4A’s), the Association of National Advertisers (ANA), and the Direct Marketing Public Policy Association (DMA), with support from the Council In 2010, IAB strengthened its stance on the front of Better Business Bureaus (CBBB)—released the lines to protect consumer privacy, its member com- Advertising Option Icon, which is to be present in or panies, and the interactive industry as a whole around online behaviorally targeted ads, and cre- in Washington, D.C. Our aggressive efforts ated a site the advertising community could visit: to be heard on Capitol Hill and across fed- www.AboutAds.info. There, the industry could find the eral departments and agencies helped tools necessary for adopting the cross-industry coali- them understand that they should strike tion’s Self-Regulatory Principles for Online Behavioral a balance in their oversight, allowing Advertising. Those principles, issued in 2009, define for greater industry innovation and seven industry-wide standards designed to build con- growth, while amply protecting pri- sumer trust by calling on advertisers and ad networks vacy and intellectual property. IAB to operate with transparency and to empower con- advocated for policies that incen- sumers with knowledge and choice. tivize effective, legitimate business The interactive icon was developed in conjunction models, value consumer education, with the Network Advertising Initiative (NAI) and and give the industry the freedom to powered by CLEAR (Control Links for Education self-regulate where necessary. and Advertising Responsibly) Ad Notice Technical The IAB supported these calls by making Specifications, and when consumers click on the steady progress on three existing initiatives: icon, they are directed to information about which

A brief history of the IAB

1996: Online advertising revenue reported for the first time 1996: Internet Advertising Council formed with 25 members. Mission: Increase revenue 1997: Value of brand for sellers of online media advertising proven with the IAB Online Advertising revolution 1996: The Proposal for Voluntary Model Effectiveness Study Banner Sizes defines 8 standard ad units

media 1997: Metrics and Methodology a 1996: The organization document establishes guidelines for of changes its name to the Internet the measurement of comparable online Advertising Bureau advertising data across websites ears *Interactive advertising Y 15 $267M* revenues $906.5M

1996 1997

Annual Repo rt 2010 2010 Highlights

IAB

organization served the ad, where to find its adver- Entitled “Privacy Matters,” the campaign linked recommended tising policies, and how to opt out of such targeting to a site that helped consumers manage their pri- in the future. The site itself also provides consum- vacy online and invited them to roll over its tagline, ways forward ers with information about how online behavioral “Advertising Is Creepy,” in order to reveal a lon- advertising works and gives them a choice to sim- ger message that demystified key online advertis- that incentivize ply opt-out of some or all participating companies’ ing practices. The latest figures as we went to press online behavioral ads. show that in the first 11 months of the campaign, consumers initiated more than 29 million rollovers to dis- effective, In 2011, compliance with this program will be man- play the more in-depth educational messaging. In dated and monitored. IAB is releasing a first-ever total, the campaign had already delivered 460 mil- Code of Conduct, making adherence to the prin- legitimate lion impressions. ciples a condition of membership. The CBBB along with the DMA will be responsible for monitoring and Second Annual Long Tail Alliance business enforcing compliance as well as for managing con- Washington Fly-In sumer complaint resolutions. In June, 46 small publishers joined IAB in the nation’s models, value Consumer Education through Privacy Matters capital to address their elected representatives Campaign and impress upon them the critical role that online consumer advertising plays in small business growth. Over the In December 2009, IAB launched its first-ever con- two-day event, these Long Tail publishers from 14 sumer education campaign to promote consumer education, and different states met with 35 House Districts and 12 trust and confidence in interactive advertising. Senate Offices, including members of the Senate The campaign was fueled by the donation of cre- Commerce Committee. They also took part in IAB give the industry ative from WPP digital creative agency Schematic, training sessions and presentations tailored to their media planning from GroupM’s Mediaedge:cia, ad business interests. These small publisher constitu- serving from Atlas, and the commitment of more the freedom to ents play an increasingly prominent role at IAB. than 500 million impressions from 32 online publishers and ad networks. self-regulate

A brief history of the IAB continued

2001: IAB and 4A’s release the first-ever Terms & 1999: IAB launches Professional Conditions for Internet advertising to ease buying and selling negotiations Development Series 2001: To increase the accuracy of audience Founding 2001: Standard banner ad unit measurement, IAB with ABCi IAB Chairman, guidelinese updated with larger launches initiative to publish 1999: Membership policy Rich LeFurgy Interactive Marketing Units and maintain a master list of revised to include adoption and spiders and robots posting of privacy policies 1998: Standard definition of an 2001: Internet Advertising Bureau changes its impression established by IAB name to the Interactive Advertising Bureau Impression Guidelines $4.62B $8.2B $1.92B $ 7. 2 B

1998 1999 2000 2001

5 2010 Highlights

The IAB also actively responded to actions of legislative and regulatory bodies:

IAB emphatically voiced the online advertising industry’s deep concerns about the Federal Trade Commission’s call for a Do Not Track list. Influencers in Washington, D.C., and the general public learned about the detrimental effects of the FTC’s recommendation through extensive direct quotes Friction in the from IAB in major national media and political outlets including The New York Times, Wall Street Journal, supply chain Politico, National Journal, The Hill, USA TODAY, U.S. News & World Report, and PBS NewsHour, all of which highlighted our strong opposition. is a direct Long Tail Fly-In participants gather on the steps of IAB testified before the U.S. Congress to the Capitol inhibitor of express the advertising industry’s serious reser- vations about two legislative proposals on con- on Copyright Policy, Creativity, and Innovation in the sumer privacy that both jeopardized the health of Internet Economy. revenue growth the Internet and the interactive advertising industry: HR 5777, the BEST PRACTICES Act introduced by IAB met with Obama Administration in interactive Rep. Bobby Rush (IL), and the discussion draft bill on Executive Branch staff to discuss IAB’s efforts in consumer privacy introduced by Rep. Rick Boucher copyright protection. advertising (VA), Chairman of the House Energy and Commerce IAB applauded the FTC’s timely and necessary Committee’s Subcommittee on Communications, request for inquiry on how to empower parents and Technology, and the Internet; and Subcommittee protect children, and offered guidance on the FTC’s Ranking Member Cliff Stearns (FL). review of the Children’s Online Privacy Protection Rule. IAB increased engagement with the Department of Commerce by welcoming a report Supply Chain that acknowledged the key role of advertising in the Friction in the supply chain is a direct inhibitor of rev- global information economy and the value of self- enue growth in the online advertising industry. That’s regulation, and by commenting on the DOC’s inquiry why for the last 15 years, IAB has been consistently

A brief history of the IAB continued from page 5

2002: IAB and 4A’s release Terms & Conditions Version 2.0 2004: The first-ever global media measurement guidelines agreed-on by key industry bodies establish a detailed definition for measuring online ad impressions revolution

2002: First cross-media optimization study completed

media by IAB with a coalition of organizations proves an a increase in online advertising in a CPG’s media mix can $9.6B

of significantly impact effectiveness ears

Y 15 *Interactive advertising $ 7. 3 B $6B* revenues

2002 2003 2004

Annual Repo rt 2010 2010 Highlights

dedicated to alleviating pain-points from all stages of address the way the marketplace has evolved since the buying and selling processes. In 2010, IAB pursued the publication of the last iteration in 2002. IAB com- those objectives through various programs: mits its resources to the Standard Ts&Cs in order to relieve unnecessary drags on day-to-day operations Networks & Exchanges Quality Assurance of its members. Sixteen Guidelines First-Ever Ad Verification Summit More than 1 million websites carry advertising, and member ad there are reports of more than 300 ad networks and IAB hosted marketers, agencies, publishers, ad net- exchanges populating them with ads. To demystify works, and technology companies in March 2010 networks and for advertisers and agencies this flourishing mar- for a candid and productive discussion of ad verifi- ket, integral to our industry’s health, and to ensure cation tools at Ad Verification Day: An Introduction networks and exchanges maintain a high quality of and Discussion of Methodologies. Ad verification exchanges inventory, IAB released the finalized Networks & tools are an increasingly important and potentially Exchanges Quality Assurance Guidelines in June. valuable component of the ecosystem, as they hold pledge to adopt The document outlines standards that ad networks the promise of reassuring advertisers and agencies and exchanges should abide by to homogenize that their ads were delivered where intended in a the Networks operations enough for advertisers and agencies brand-safe environment. Currently, however, there’s to know what to expect when making transactions, some confusion about these tools, and there has and to reassure marketers that their brands won’t been a proliferation of companies offering services & Exchanges be aligned with unsavory content. Two months after based on different technologies, some of which may these guidelines were published, 16 member ad net - not be aligned with industry standards of measure- Quality works and exchanges pledged to adopt the new ment. The result can be an unjustified increase in the standards of practice in early 2011. operational costs associated with the investigation Assurance of measurement discrepancies. This ecosystem-wide Standard Terms and Conditions Version 3.0 summit kicked off a must-heed call for transparency Guidelines in In early 2010, IAB and the 4A’s issued the final ver- and standardization in ad verification methodology. sion of the third update of the Standard Terms & Impression Exchange Solution: Tested and Conditions, intended for use by media companies, early 2011 Updated agencies, and advertisers to expedite contractual negotiations for the most common types of interac- Publishers and third-party ad servers, which regu- tive media buys. It includes critical components that larly provide metrics to advertisers, manage their

A brief history of the IAB continued from page 5 continued

2007: Washington, D.C., 2005: First-ever creative 2006: First-ever measurement office opened guidelines for video ads published guidelines for video ads launched $21.2B

2005: IAB SmartBrief All Access starts 2007: Creative Specs Database launched with sending daily emails with news highlights ad specification units for 88 major publishers $16.9B 2007: Booz & Co.’s $12.5B 2007: Third-party measurement companies challenged Marketing & Media to submit to an audit of their measurement process Ecosystem 2010 identifies how to 2006: IAB tackles click 2007: Guidelines for ad impression measurement optimize the value fraud with commitment to in Rich Internet Application environments issued chain produce Click Measurement 2005: The first Best in Show MIXX Guidelines Award presented to McKinney for 2007: IAB commends FTC for release of 2007: Rich Media Measurement Audi’s Art of the H3ist campaign proposed principles to guide development of Guidelines determine at which point a rich self-regulation in behavioral advertising media ad impression is counted

2005 2006 2007

7 2010 Highlights

campaign data differently, and this causes chal- broadly realized and the technology used to accu- lenging discrepancies. The goal of this program is mulate and monetize data has become more sophis - to empower publishers by providing them with auto- ticated, contractual and competitive challenges mated, daily reports from ad servers that allow them to have arisen across the online advertising ecosys- seamlessly compare line items. In 2010, IAB updated tem. In May 2010, the IAB Data Usage and Control the functional requirements for the automated trans- Taskforce—a group entrusted with the responsibil- actions and tested the Impression Exchange Solution ity of defining and producing best practices for the at scale at a major third-party ad server. collection and use of data—released its first product, the Data Usage & Control Primer: Best Practices David Moore, Chairman E-Business Interactive Standards and Founder, 24/7 Real & Definitions. This initiative aims to reduce a vast number of inefficien- Media, and immediate Measurement past Chair of IAB Board cies and errors in the media buying workflow caused of Directors, unveils by the manual creation and management of RFPs, pro- Standardizing and simplifying key audience mea- the IAB Data Usage & posals, and insertion orders. The tactical objective is surements in order to make it easier for market- Control Primer to develop a streamlined and automated buying pro- ers and agencies to advertise online has long been cess based on standards in one of the pillar commitments of IAB to the industry. communication and data. In Fifteen years in, it’s still a core focus. In 2010, that 2010, IAB hired developers commitment continued to take a front seat on our to build an e-business reg- agenda as shown by these steps forward: istry that allows buyers to Making Measurement Make Sense identify sellers with complementary transactional The objective of this ambitious initiative, spear- materials so they can work headed by the IAB with the full partners hip of the 4A’s together efficiently and and the ANA, is to form an ecosystem-wide consen- automatically. sus at the business management level on the metrics and measurement systems that will make transac- Data Usage and tions—from planning through buying to post-buying Control and evaluating—go smoothly across all types of dig- As the value of collecting, ital media. In 2010, IAB, 4A’s, and ANA jointly eval- aggregating, and analyz- uated proposals from major consulting firms to lead ing data has become more a course of action for standardizing the ways digi-

A brief history of the IAB continued from page 7

*Interactive advertising 2009: In-Game Advertising Measurement revenues 2009: IAB releases VAST 2.0 $23.4B* Guidelines announced

2008: Digital Video In-Stream Ad 2009: Advertising Format Guidelines & Definitions released $22.7B Agency Advisory Board formed revolution 2008: New interactive advertising privacy guidelines issued

2008: Digital Video Ad Serving 2009: First Long-Tail Fly-In, Washington, D.C. media Template (VAST) Released 2009: IAB and Bain & Co. release Building Brands a 2009: Impression Exchange Online study, revealing six steps media companies of 2008: IAB extends membership Solution launched must take to meet marketers’ needs to Long Tail publishers 2009:

ears “Privacy Matters” 2008: Ad Campaign Measurement Process Guidelines address 2009: Cross-industry coalition public education campaign embraces Self-Regulatory Principles

Y 15 the process of a publisher’s or advertising agency’s use of a kicks off third-party ad server and its application service provider for Online Behavioral Advertising

2008 2009

Annual Repo rt 2010 2010 Highlights

tal media are measured and to build the governance be between 1.6x and 2.2x the percentage of the bud- IAB drives processes for determining those standards. get originally allocated to interactive in the scenarios.

Project TAXI Mobile the evolution IAB is a full partner in a complementary program IAB welcomes the responsibility to support the dedicated to investigating the feasibility of universal growth of interactive advertising, whether it lives on of mobile data codes to allow for the tracking and identifying a PC, interactive television, video game, smartphone, of content and advertising across media platforms. or tablet. In 2010, IAB stepped up to this call by ded- advertising Project TAXI, which stands for “trackable asset cross icating unparalleled resources to the development platform identifier,” is led by the television industry’s of mobile advertising, a move that mirrors the grow- with the new own Committee for Innovative Media Measurement ing importance of mobile in the marketing-media in collaboration with the 4A’s and the ANA. The pro- ecosystem. gram was begun to produce a significant first step for IAB Mobile Launch of the IAB Mobile Marketing Center providing an operational solution to many of today’s of Excellence measurement problems. Marketing Center In December, IAB announced the creation of the IAB ignited a debate about the utility and qual- Mobile Marketing Center of Excellence, an indepen- ity of ad effectiveness research with the release of Excellence dently funded and staffed unit inside IAB, charged of “An Evaluation of Methods Used to Assess the Effectiveness of Advertising on the Internet.” It was the industry’s first independent review of the meth- IAB Mobile Marketing Center of Excellence odology behind site intercept studies, which are Board of Directors sometimes misused and often create significant supply chain friction. Another major release was the Cameron Clayton, The Weather Maria Mandel, AT&T “Interactive Advertising and the Optimal Marketing Channel Mix,” a study conducted for IAB by MarketShare Randall Rothenberg, Time Inc. Partners, the leading cross-marketing optimization Kevin Conroy, Univision Jamie Wells, Microsoft company. The report evaluated three brand scenar- Bobby Figueroa, Yahoo ! ios in three different verticals to determine oppor- Michael Zimbalist, The New York tunities for optimizing marketing spend. It found the Chris LaSala, Google Times optimal allocation of interactive media spend should

A brief history of the IAB continued from page 7 $12.1B Half Year Record Final 2010 results not available at press time 2009: First-ever Mobile Buyer’s 2010 : IAB and 4A’s publish Standard Guide published 2010 : Data Usage and Control Primer published Terms & Conditions Version 3.0

2009: Economic Value of the Advertising-Supported 2010 : Mobile Marketing Internet Ecosystem study shows ad-supported Internet 2010 : West Coast office opened Center of Excellence formed contributes $300B to the U.S. economy

2010 : On-demand training 2010 : Networks & Exchanges Quality 2009: Reimagining Interactive made available Assurance Guidelines published Advertising Task Force meets to develop roadmap for evolving ad formats 2010 : IAB works 2010 : Rising Stars Competition launched 2009: IAB Certificate in Interactive collaboratively with industry to Advertising program launched release Advertising Option Icon

2010

9 2010 Highlights

press coverage soars

2,000

1,500

1,000

500

Number of Stories 0 JAN FEB MAR APRIL MAY JUNE JUL AUG SEP OCT NOV DEC 2010 2009 2008 2007

Source 2007-2009 = Burrell’s Luce. Source 2010 = Vocus. In 2010 we bagan to use Vocus for increased accuracy in measuring online media.

with driving the growth of the mobile marketing, Prevailing Mobile In-Application Advertising advertising, and media marketplace. With its own Formats Board of Directors, vice president and general man- The market for mobile advertising expands beyond ager, as well as councils and committees, the new the browser, as does IAB’s engagement with this seg- mobile center will actively develop market and con - ment of the industry. In July 2010, IAB released the sumer research; provide mobile advertising case ecosystem’s first benchmark for ad formats offered studies; offer executive training and educational in mobile applications. The document summarizes opportunities; issue standards and guidelines to the results of a survey of IAB member companies increase accountability, reduce costs, and stream- and showcases the current trends in in-app ad units line the supply chain; showcase creativity in mobile and sizes spanning the seven major mobile/porta- advertising; and identify best practices in the bur- ble application platforms: Android, Blackberry, iPad, geoning field. The intention is for the center to serve iPhone/iPod Touch, Palm, Symbian, and Windows as the industry-wide resource for innovation in Mobile. This first installment of a resource to be reg- mobile advertising.

Mobile Web Advertising Measurement Guidelines

Measuring the ad impressions delivered by the mobile web can be quite different from counting the impressions generated by PC-based online ads, particu- larly if the advertisement is accessed from a feature phone rather than a smart phone. These operating differences, amplified by the growth of mobile web advertising, required that measurement guidelines be tailored for the mobile advertising industry. In November, IAB, with the MMA and the Media Rating Council (MRC), released the industry’s first Mobile Web Advertising Measurement Guidelines for public comment. These guidelines are based upon but distinct from the 2005 pioneering IAB Interactive Audience Measurement and Advertising Campaign Reporting and Audit Guidelines. The objective is to define a mobile ad impression, establish a standard methodology for counting these impressions, and ulti- mately provide advertisers with a clear way to quan - tify the value of their investment in mobile advertising.

Annual Repo rt 2010 2010 Highlights ularly updated by IAB provides guidance to the bur- Interactive TV Committee geoning mobile in-app marketing community. ● Interactive Television Advertising Overview

Education & Training for Members Legal Affairs Council with the Ad Operations Council In 2010, the IAB Professional Development Program ● Standard Terms and Conditions Version 3.0 launched a new online, on-demand portal for distance learning; completed its first full year providing in-per- Local Committee son classes to more than 500 employees of agen- ● Targeting Local Markets: An IAB Interactive cies, marketers, and publishers; and awarded its first Advertising Guide Certificates in Interactive Advertising. To qualify for Mobile Advertising Committee the certificate, each student had to accumulate 40 ● Prevailing Mobile In-Application Advertising hours of instruction. Courses included Advertising Formats document Effectiveness 101, Professional Presentations: Turn ● Mobile Web Advertising Measurement Information Into a Story That Sells, Secrets to Success Guidelines in Social Media, and The Right Ad for the Right ● Mobile Marketplace Event Consumer at the Right Time: Data-enabled Advertising Through Exchanges and DSPs, among others. Multicultural Council ● U.S. Latinos Online: A Driving Force document

Council & Committee Highlights Networks & Exchanges Committee IAB Committees and Councils ● Networks & Exchanges Quality Assurance IAB Committees and Councils dedicate their signifi- Guidelines ● cant resources toward turning IAB’s objectives into Networks & Exchanges Marketplace Event accomplishments. Here are just some highlights of Public Policy Council their contributions in 2010: ● IAB and the NAI released the CLEAR Ad Notice Ad Operations Council Technical Specifications ● ● Ad Operations Summit Launch of Advertising Option Icon ● ● Ad Verification Day Long Tail Alliance Washington Fly-In

Digital Audio Committee Research Council ● ● Digital Audio Advertising Overview Seller’s Guides, kicked off with Autos ● Interactive Advertising and the Optimal Digital Video Committee Marketing Mix study ● Digital Video Agency Day ● An Evaluation of Methods Used to Assess the Games Committee Effectiveness of Advertising on the Internet ● Updated Games Advertising Overview Report Social Media Committee ● Social Media Buyer’s Guide

iab.net Trends stabilize but Full-Year numbers increase year over year

120,000

100,000

80,000

60,000 Unique Visitors 20,000 JAN FEB MAR APRIL MAY JUNE JUL AUG SEP OCT NOV DEC 2010 2009 2008 2007

Note: 2007 data not available prior to 7/1/2007

11 2010 Highlights Creativity in Interactive Advertising

reat advertising is emotionally resonant ers and media companies, and to industry experts in and culturally significant, builds powerful ad operations to develop new ad formats that would Gand memorable brands, and inspires con- inspire the creation of premium online experiences sumers to welcome marketing messages into their with the audience as first priority. We dubbed this initiative Rising Stars.

Rising Stars Emerge

Rising Stars began with an unprecedented call for the submission of new, brand-hospitable display ad formats to enhance the existing list of standard ad units. Submissions came from more than two dozen forward-thinking companies across the ecosystem, and winners were chosen based on criteria, including how the ad format positively impacts user experience, how well it empowers brand messaging, and how easily the new unit could be adopted within the marketplace. This wisdom-of-the-crowd approach—involving creatives, technologists, publishers, sales executives, and marketers—represents the first time in IAB history that we asked representatives of the entire value chain to work together to innovate new ad formats specifically for brand marketers. The select ad formats will be evaluated in-market, and if adopted by the industry, will be officially included as part of the IAB’s standard ad unit guidelines. Already, seven of the IAB standard ad units comprise approximately 80 percent of all Best in Show campaign daily lives. The innovative interactivity available in online ads served in the U.S. called “Hacking Reality” by online media enhances advertisers’ opportunities Digital Kitchen for HBO’s hit for striking creative that deeply engages consumers. IAB MIXX Awards Expand show True Blood In 2010, IAB reached out to its Agency Advisory The MIXX Awards celebrated, and by extension nur- Board—composed of elite creatives from top adver- tured, creativity in online advertising industry by tising agencies—to thought leaders at major market- honoring the forces behind brilliant ad executions

Winner of the Rich Media Display Ad, a single Winner of the Experimental and Innovative execution entitled “Call Woody” by Digitas and category, the iPhone app-based Real Racing GTI Publicis for T.G.I. Friday’s campaign by AKQA for Volkswagen

Annual Repo rt 2010 2010 Highlights

IAB Agency Advisory Board The IAB Agency Advisory Board, consisting of some of the best-known creative agency executives in the U.S. as well as media agency leaders and executives rep- and campaigns. The all-star panel of judges—span - resenting earned media, reinforces the importance of premium online experiences ning the most influential advertising agency execu- by infusing the conversation about online advertising with a clear call for creative tives, top-tier marketers, and major media company excellence. In 2010, the board lent great support to the Rising Stars campaign and leaders—advanced the MIXX Awards’ reputation as the MIXX Awards. the leading interactive accolade. Three new catego- ries in 2010 acknowledged groundbreaking, evolv- IAB Agency Advisory Board 2010 Quentin George, Chief Digital ing creative possibilities in interactive—Rich Media Officer, Mediabrands Brad Brinegar, Chairman & CEO, Display Ad, Experimental and Innovative, and VOD McKinney, Founding Chair, IAB Agency Nick Law, EVP & Chief Creative and Interactive Television. The prestigious Best in Advisory Board Officer, R/GA Show award was presented to HBO and the agency Digital Kitchen for their creation of the True Blood Julie Atherton, Worldwide Director Michael Lebowitz, Founder & CEO, campaign called “Hacking Reality.” Digital, Hill & Knowlton Big Spaceship Tom Bedecarré, Chairman, AKQA Jean-Philippe Maheu, Worldwide CEO, Publicis Modem Jeff Benjamin, Interactive Creative Director, Crispin Porter + Bogusky Ty Montague, Co-Founder, co collective Emma Cookson, Chairman, BBH New York Benjamin Palmer, Co-Founder & CEO, Barbarian Group Colleen DeCourcy, Founder, Socialistic Steve Wax, Co-Founder, Campfire

Brian DiLorenzo, Director of Bryan Wiener, CEO, 360i Integrated Production and Executive Director of Content, BBDO

Maria Luisa Francoli, Global CEO, Winner of the VOD and Interactive Television MPG award, a campaign called “Cold Sore Confessions” for Abreva by BrightLine iTV

IAB Social Media Reach Continues to grow

Facebook 9,586 LinkedIn 1,764 Fans Group 5,575 1,073

0 500 1,000 1,500 2,000 Twitter 10,587 Followers 4,386

2010 2009 0 2,000 4,000 6,000 8,000 10,000

13 2010 Highlights IAB Events at a Glance

owerful decision makers and the brightest minds in the ecosystem addressed sold-out audiences at IAB events—the center of gravity for the interactive industry. In 2010, IAB events attracted more of our mem- Pbers’ clients than ever before, with 40 percent of audiences composed of marketers and agency executives.

Blake Irving, Chief Product Officer, Yahoo!, MIXX 2010

Faris Yakob, Chief Innovation Officer, MDC Partners, IAB Mobile Marketplace 2010

Dick Costolo, Tina Sharkey, Chief Executive Officer, Chairman and Global Twitter, President, MIXX 2010 BabyCenter, Innovation Days@ Internet Week 2010 Jeff Levick, President, Global Advertising and Strategy, AOL, MIXX 2010

Annual Repo rt 2010 2010 Highlights

Sheryl Sandberg, Chief Operating Officer, Facebook, MIXX 2010

Randall Rothenberg, Tyra Banks, Founder, Bankable Productions, Joanne Bradford, Chief Revenue Officer, Demand Media, MIXX 2010

Susan Wojcicki, Vice President, Product Management, Google, Annual Leadership Meeting 2010

Darren Huston, Frank Cooper , Corporate Vice Senior Vice President, President, Chief Consumer Global Consumer Engagement Officer, and Online, PepsiCo Americas, Microsoft, Annual Leadership MIXX 2010 Meeting 2010

15 A Look Ahead to 2011 2011 Operating Agenda: Digital Everywhere

Making Measurement Building Brands Protecting Make Sense Online Privacy

● Drive process, with cross-industry ● Unveil new Rising Star ad formats to ● Monitor compliance with Self- partners, to develop standardized inspire creativity Regulatory Principles for Online digital metrics that will work across Behavioral Advertising ● platforms Reveal marketer “eureka moments” with the Case Study Road Show ● Enforce these principles within the ● With cross-industry partners, recom- IAB through Code of Conduct ● mend structure and process for the Showcase stunning industry creative ● creation of a measurement gover- through new online creative gallery Educate consumers through Phase II of public service campaign nance body that will manage change ● Cultivate creativity online with the and quality of metrics as media marketer boot camp ● Assemble CEOs in front of Congress evolve to support industry initiatives ● Increase efficiency through rich ● Formulate best practices for brand media toolkit ● Define mobile and social media impact studies privacy practices ● Gain insights from consumers about ● Engage the industry in debate brand engagement through IAB Blog ● Enrich sales presentations with online ● Educate about and advocate the sales kit lessons from the audits of third-party measurement companies

Data Mobile Marketing Supply Chain Demystification Center of Excellence Simplification

● Train the data ecosystem in the cur- ● Promote the expansion of mobile ● Develop guidelines that can be rent, overarching practices of usage marketing through research, training, used as audit criteria for companies and control and evangelism engaged in ad verification

● Define the more intricate details of ● Foster industry consensus on common ● Increase awareness of, adoption business models that are based on technical specifications for mobile of, and compliance with Networks data usage and control and deter- rich media ad serving & Exchange Quality Assurance mine best practices Guidelines ● Showcase exciting and inspira- ● Streamline data transfers with data tional creative executions of tablet ● Establish process to better moni- interoperability standards advertising tor member compliance with IAB guidelines ● Issue a clause about data control ● Publish buyer’s guide to tablet for the existing Terms & Conditions advertising ● Encourage adoption of Impression Version 3.0 Exchange Solution and the Standard Ts&Cs ● Ensure the integrity of data and the practices of the behavioral advertis- ● Build functionality to E-Business ing ecosystem with a quality assur- Interactive Standards’ specifications ance program

Annual Repo rt 2010 IAB Committees, Councils & Working Groups

Committees IAB Committees are each based on a specific platform within the interactive advertising medium. Committees work together to prove value in the marketing mix or simplify the processes associated with buying, planning, and creating interactive advertising within their platform segments.

Councils IAB Councils are each based on a specific role within General Members’ organizations. Council members share best practices and periodically develop tools to improve efficiency and thought leadership within their respective companies, and to grow interactive advertising.

Working Groups Working Groups are sponsored by Committees or Councils in order to directly address issues facing the industry. They are tasked with creating the initiative’s deliverables and presenting them for review to the sponsoring Committee or Council. Working Groups are seeded with members from the sponsoring body and have the ability to invite guests from non-member companies to participate on a regular basis.

2010 Committees & Councils and their Co-Chairs Audio Committee Mobile Advertising CFO Council Andy Lipset, Targetspot.com Committee Lisa Campbell, Cars.com Brian Benedik, Katz360 Sharon Knitter, Cars.com Michael Cohen, Yahoo! Contributor Network Digital Video Committee Cameron Clayton, Weather.com Joey Trotz, Turner Broadcasting Networks & Exchanges Legal Affairs Council System Committee Jason Ryning, Microsoft Advertising Geoffrey Coco, Microsoft David Moore, 24/7 Real Media Advertising Stephen Hicks, Ziff Davis Jay Sears, CONTEXTWEB Games Committee Multicultural Council Search Committee JJ Richards, Microsoft Borja Perez, Telemundo Daniel Schock, Google Dave Madden, WildTangent Mark Lopez, Terra Networks Saleel Sathe, Microsoft Interactive TV Committee Public Policy Council Social Media Committee Chris Falkner, NBC Dave Morgan, SimulMedia Chris Cunningham, Appssavvy Jared Iwata, Time Warner Cable Seth Goldstein, SocialMedia.com Research Council Lead Generation & Email Beth Uyenco Shatto, Ad Ops Council Committee Microsoft Advertising Lana McGilvray, Datran Media Adrian D’Souza, Google Stephanie Fried, NBC Universal Dan Murphy, Univision Local Committee Sales Executive Council Ed Darmanin, Weather.com Sheila Buckley, Weather.com Victor Wong, PaperG Brian Quinn, Triad Retail Media

2010 Working Groups Ad Verification Working Group Email Creative Best Practices Networks & Exchanges Self- Audio Platform Status Report Working Group Certification Guidelines Working Group Email Ts & Cs Working Group Working Group CFO Benchmarking Survey Games Platform Status Report Networks & Publishers Ts & Cs Working Group Working Group Working Group Code of Conduct Working Group Hispanic Working Group Nomenclature Working Group Data Usage & Control Taskforce Impression Exchange Solutions Rising Stars Taskforce Digital Video & TV Synergies Working Group Sales Recognition Working Group Research Working Group ITV Platform Status Report Social Media Buyers Guide Digital Video Evangelism Working Working Group Working Group Group Local Targeting Working Group Tablets Taskforce E-Business Working Group Mobile Ad Measurement Working Ts & Cs Working Group Group

17 IAB Membership

e’d like to thank all of our members for their support through- Impremedia Digital Pandora Media Inc. out the years. With your ongoing participation, the ranks of Interactive One PaperG, Inc. Jivox Peerset the IAB will continue to grow. To learn more about IAB mem- W JumpTap Phorm, Inc. bership opportunities, please visit www.iab.net/member_center. Kelley Blue Book Pontiflex Kontera Technologies, Inc. Publishers Clearing House General Members Datran Media Life Time Fitness Media Pulse 360 24/7 Real Media, Inc. Digital Broadcasting Group LinkedIn Q Interactive 33Across Inc. Discovery Communications Lotame Rainbow Advertising Sales 4INFO Disney Interactive Media Group Mansueto Ventures: Inc. & Fast Corporation A&E Television Networks e-Miles, LLC Company Reader’s Digest Association Interactive AARP eBay Marchex Resonate Networks AccuWeather.com Edmunds.com Martha Stewart Living Omnimedia RockYou ! adap.tv Electronic Arts Media6° Rodale, Inc. Adconion Media Group Ltd eMarketer, Inc. MediaMath Rovi Corporation Adify Epic Media Group MediaMind Scripps Networks AdSide Everyday Health Meebo Inc. ShareThis Adtegrity Expedia Media Solutions Meredith Interactive Media Simulmedia Advanstar Communications, Inc. Facebook Metacafe Six Apart, Ltd Akamai Federated Media Publishing Microsoft Advertising SocialMedia ALM Forbes.com Millennial Media Sojern Amazon.com FOX News Channel Mindset Media Sony Computer Entertainment American Express Publishing Friendster Moontoast Morningstar, Inc. America, Inc. (SCEA) AOL, Inc. Gawker Media Sony Pictures Television Appssavvy Geeknet Move, Inc. MTV Networks Specific Media Associated Press Gigya, Inc. SpotXchange AT&T Glam Media MyWebGrocer National Geographic Strategy+Business Atigeo LLC Google, Inc. Tapjoy Inc. AudienceScience GSN Games Network Navteq Media Solutions NBC Universal Digital Media TargetSpot Autotrader.com Hachette Filipacchi Media Terra Networks USA BabyCenter, LLC Harvard Business Review NetSeer Newspaper National Network, LP The Huffington Post, Inc. Batanga Network Hearst Magazines Digital Media The New York Times Company BBC Worldwide Hulu NextNewNetworks NHL The Rubicon Project BBE I-Behavior The Wall Street Journal Digital Beliefnet iAd Network Northstar Travel Media Network Betawave IB Local Network OpenX Limited The Weather Channel blinkx IDG Orange Advertising Network TheStreet.com BlogHer, Inc. Brand.net Break Media BrightRoll, Inc. Burst Media Corporation New Members Business.com CafeMom Caring.com New General Members FindTheBest.com Rocket Fuel Inc. Hanley Wood, LLC SB Nation Cars.com 5to1.co m HealthCentral Sina.com Technology Co. LTD Casale Media Acxiom Corporation HealthiNation SmartBrief, Inc. CBS Interactive Ad.ly Hoover’s, Inc. Smartclip Clear Channel Radio AdBrite, Inc. IGN Entertainment Smowtion Clearspring Technologies AdKeeper, Inc Image Space Media Spiceworks Clip Syndicate Ad Pepper Media USA LLC InMobi Sprout CMG Digital Ad Summos, Inc. Kikin Synacor, Inc. CNN.com Aristotle LIN Television Technorati Media Collective Bizo, Inc. MySpace, Inc. The Business Insider Comcast Spotlight Bloomberg L.P. Myvideorights.com Inc. The Goodway Group Condé Nast Digital Blue Calypso Myxer The Rubicon Project CONTEXTWEB, Inc. BrandFolium Corporation NCC Media TidalTV CPX Interactive Buysight, Inc. NeoEdge Networks Triad Digital Media Crain Communications Inc. BUZZMEDIA Netmining TubeMogul Dailymotion, Inc. BzzAgent OMGPOP, Inc ValueClick Media DataLogix Comcast Interactive Media Open Book Video Vertical Search Works, Inc. Criteo OwnerIQ Yelp Inc. Cynopsis Media Publishing Group of America Ziff Davis Enterprise Demand Media RadiumOne Digg Rapleaf

Annual Repo rt 2010 IAB Membership

Thomson-Reuters Adobe Systems Inc. Experian Marketing Services Operative Time Inc. AdReady Eyewonder, Inc Organic Inc. Time Out New York AdSafe Media FatTail, Inc. Peer39 Time Warner Cable AdShuffle Format Dynamics PointRoll TRAFFIQ ADTECH US, Inc. FreeWheel PricewaterhouseCoopers Travel Ad Network Alcatel-Lucent Goldspot Media PubMatic Tremor Media Anchor Intelligence, Inc. Greater Than One Quantcast Trip Advisor LLC Archer Advisors Gridley & Company, LLC Quova TVGuide.com Arkadium, Inc. IHG R.L. Polk & Co. Undertone Networks Audit Bureau of Circulations (ABC) ImServices Group Rich Relevance, Inc. Univision Interactive Media Auditude Innovid Inc. Sapient US News & World Report BackChannelMedia InsightExpress Scarborough Research USATODAY.com Bartle Bogle Hegarty LLC interCLICK ShortTail Verizon BlackArrow Interpolls Solbright Vevo Bluekai Interpret LLC Sybase 365 Vibrant Media Borrell Associates Inc. Invite Media, Inc. TARGUSinfo VideoEgg Brand Affinity Technologies Inc. Ipsos Mendelsohn Television Bureau of Advertising Warner Bros. Media Research Brash Insight J.D. Power and Associates The Ando Media Group Washington Post Digital Brickfish Jordan, Edmiston Group, Inc. The Sales Athlete, Inc. WeatherBug Brightcove Kantar Media - Evaliant Theorem, Inc. WhitePages Canoe Ventures, LLC KPMG Time Warner Corporate Wild Tangent Cisco Media Solutions Group Leapfrog Online TiVo Inc. World Wrestling Entertainment Click Forensics LinkShare TRUSTe WorldNow Compete, Inc. Linkstorm Tumri, Inc. Yahoo! Contributor Network comScore LiveRail Inc. Turn, Inc. Yahoo!, Inc. Critical Mass LucidMedia Networks, Inc. Unicast YieldBuild Inc. Cybage Software Pvt. Ltd. MarketShare Partners Verified Audit Circulation YuMe Deloitte & Touche, LLP Mediaplex Vivox Ziff Davis, Inc. DeSilva + Phillips, LLC Morpheus Media Vizu Zillow Inc. Digital Element Mpire (AdXpose) WebTrends DoubleVerify MRM Worldwide YieldEx, Inc. Associate Members Dynamic Logic, a Millward Brown Nestle Zeta Interactive Company 15miles (the Interactive Division of Newspaper Association of TMP Directional Marketing) eBureau America View a list of the IAB Accenture Efficient Frontier Nielsen Games Long Tail Alliance Members at www.iab.net/LTAmemberlist. AdJuggler Ernst & Young LLP Nielsen Online AdMeld Evidon OpenAmplify

New Members

New Associate Members Cable Television Laboratories, Inc. Kantar Media North America Red Aril, Inc. Centro Kantar Video SAS Institute, Inc. Accordant Media Crisp Media Kimberly-Clark Corporation Sharethrough Active International Cross Commerce Media, Inc. Klaustech, Inc. SQAD Ad-Juster, Inc. Crowd Science Krux Digital Szabo Associates, Inc. AdNectar, Inc. DataXu Liquidus Telemetry Limited Adometry, Inc. Donovan Data Systems LivePerson, Inc. The Allant Group AdoTube Dotomi Medialets The Center For Sales Strategy aiMatch DraftFCB Medicx Media Solutions The Hacker Group All Media Agency Ensequence Mirror Image Internet The Media Innovation Group AMC Group Online Media Services ExactTarget Mixpo The Trade Desk, Inc. AppNexus ExtremeReach Mochila Inc. thisMoment, Inc. Bango Ground Truth Nexage V12 Group Inc. Bazaarvoice, Inc. Hiro Media OneScreen Inc. Visible Measures Bering Media Inc ICOM / Epsilon Ooyala WiT Media Blockdot, Inc. iCrossing Panther Panache LLC XA.net, Inc. BlueCava Impact Mobile Perfect Market Inc. XGRAPH, Inc. BPA Worldwide Incisent Technologies LLC PerformLine, Inc. BrightLine iTV Intel Corporation Pictela BrightTag, Inc. INVISION Inc. Proximic, Inc. Buddy Media Janrain Realvu

19 IAB Board of Directors

Executive Committee Bob Carrigan Dennis Woodside Rik van der Kooi IDG Communications Google Microsoft

Bruce Gordon Neil Ashe Sarah Chubb Disney Interactive Media Group CBS Interactive Conde Nast Digital

David Morgan Peter Naylor Joe Rosenbaum Simulmedia NBC Universal Reed Smith

David Moore Randy Kilgore Rich LeFurgy 24/7 Real Media Tremor Media Archer Advisors

Board of Directors Kevin Arrix Kathy Kayse Randall Rothenberg MTV Networks The Oprah Winfrey Network IAB (Discovery Networks) Neil Ashe Scott Schiller CBS Interactive Randy Kilgore Comcast Interactive Media Tremor Media Adam Bain Tina Sharkey Twitter Todd Larsen BabyCenter Dow Jones & Co. John Battelle Tad Smith Federated Media Jeff Levick Cablevision Systems Corporation AOL Bob Carrigan Elisa Steele IDG Communications Leon Levitt Yahoo! Cox Newspaper Sarah Chubb Nada Stirratt Conde Nast Digital Chris Ma Myspace The Washington Post Company Jarvis Coffin Bill Todd Burst Media Greg McCastle ValueClick AT&T Advanced Ad Solutions Kevin Conroy Lisa Utzschneider Univision Interactive Media Kirk McDonald Amazon.com Time Inc. Greg D’Alba Rik van der Kooi CNN Dave Moore Microsoft 24/7 Real Media Jory Des Jardins Lauren Wiener BlogHer David Morgan Meredith Simulmedia Seth Goldstein Jeff Wilks SocialMedia.com Mike Murphy USATODAY.com Facebook Mitch Golub Dennis Woodside Cars.com Peter Naylor Google NBC Universal Peter Horan Paul Yanover GoodMail Systems Martin Nisenholtz The Walt Disney Company New York Times Company

Ex Officio Bruce Gordon Rich LeFurgy Joe Rosenbaum Disney Interactive Media Group Archer Advisors Reed Smith Treasurer Founding Chairman Secretary

Annual Repo rt 2010 Who’s who at the IAB

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

Senior Vice President and Chief Marketing Officer David Doty — [email protected]

Senior Vice President, Industry Services Sherrill Mane — [email protected] Senior Vice President, Public Policy and General Counsel Mike Zaneis — [email protected]

Initiatives and Committees Membership & Public Policy For general Steve Sullivan Professional Alison Pepper information about Vice President, Digital Supply Development Director, Public Policy the IAB, please Chain Solutions Michael Theodore [email protected] contact [email protected] Vice President, Member Services us at: [email protected] Interactive Advertising Bureau Gina Kim Administration & Finance 116 East 27th Street, 7th Floor Senior Director, Industry Initiatives Julie Hamilton Mark Goldman New York, New York 10016 [email protected] Director, Business Operations Senior Director, Finance and [email protected] Administration 212 380 4700 Chris Mejia [email protected] Director, Digital Supply Chain Luke Luckett The Interactive Advertising Solutions Senior Manager, Member Services Molly Flynn [email protected] [email protected] Manager, Administrative Services Bureau (IAB) is comprised [email protected] of more than 460 leading Seneca Mudd Corie Blumstein media and technology com- Director, Industry Initiatives Manager, Member Services Jenna Martinez panies who are responsi- [email protected] [email protected] Manager, Finance and Administration ble for selling 86 percent Jessica Ramirez Marianna Caldwell [email protected] of online advertising in the Coordinator, Industry Initiatives Manager, Member Services United States. On behalf of [email protected] [email protected] Events its members, the IAB is dedi- Mobile Marketing Center Kevin Blouin Lisa Milgram cated to the growth of the of Excellence CRM Manager Senior Director, Events interactive advertising mar- [email protected] [email protected] Anna Bager ketplace, of interactive’s Vice President and General Virginia Rollet Moore share of total marketing Marketing & Public Manager Director, Events and Sponsor spend, and of its members’ Relations [email protected] Relations share of total marketing [email protected] Marnie Black spend. The IAB educates Joe Laszlo Public Relations Deputy Director [email protected] Phil Ardizzone marketers, agencies, media [email protected] Director, Event Sales and Business companies, and the wider Development Chris Glushko business community about Senior Manager, Marketing [email protected] [email protected] the value of interactive Suzanne Hogan advertising. Working with its Manager, Events Tracy Keller member companies, the IAB Manager, Events Marketing [email protected] evaluates and recommends [email protected] Rebecca Nuss standards and practices Shira Orbach Manager, Events Programming and fields critical research [email protected] Coordinator, Marketing and Public on interactive advertising. Relations Founded in 1996, the IAB is [email protected] Special Projects headquartered in New York Peter Minnium City with a Public Policy Consulting Director [email protected] office in Washington, D.C. For more information, please visit www.iab.net.