participants, said Joe Laszlo, the IAB's director of research. "We cast a big tent with this one," he said.
Now that the guidelines have been published, the IAB will actively promote them so that they will be adopted and understood industry-wide by ad sellers, ad buyers and Web publishers, he said.
"The IAB has no enforcement powers," Laszlo said. However, it can and does strongly encourage industry players to embrace its guidelines and recommendations.
Laszlo envisions a revision to the guidelines in about two years, since the technology around PPC ads, and the methods of fraudsters, will likely have changed significantly by then.
Reprinted with permission from IDG News Service. Story copyright 2009 IDG News Service Inc. All rights reserved.
Post new comment