The following Interactive Advertising Bureau (IAB) lead generation best practices were developed with input from a broad cross section of the lead-generation industry and cover several important areas of publisher-agency-advertiser relationships. The full document can be found at www.iab.net/ lead_generation.
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BROKERING
* Unless permitted in the contract by the advertiser or its authorized agency, a publisher should not broker a campaign to any other publisher, network or agency.
* If the advertiser does permit a campaign to be brokered, the campaign's terms and conditions offered by the brokering party to the third party should be absolutely consistent with the contractual terms and conditions stipulated by the advertiser, unless the advertiser provides written approval for any changes to those terms and conditions.
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INCENTIVIZATION/PRESELECTION
* Unless permitted in writing by the advertiser or its authorized agency, a publisher should not offer incentives to consumers in return for submitting a lead, regardless of whether the campaign is hosted by the publisher or advertiser.
* If the advertiser does permit the publisher to offer incentives in return for submitted leads, it is the publisher's full responsibility to:
Completely and plainly disclose the terms and conditions of the incentive opportunity, fulfill the incentive if earned, and promptly and professionally handle any customer service issue relating to the terms or fulfillment of such incentive.
* Publishers should not preselect offers without written approval by the advertiser or its authorized agency.
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LEAD/DATA OWNERSHIP
* Publishers should assume that additional data gathered as part of an advertiser's campaign—beyond any data collected in the publisher's registration process—is owned solely by that advertiser.
If the publisher intends to sell a lead it generates to multiple advertisers in the same industry vertical, the publisher should notify the advertiser(s) in writing, in the publisher contract, in advance of any such sale.
* The publisher hosting an offer should not duplicate or otherwise use any information contained within the lead data for its own purpose or interest, or for the purpose or interest of any third party or itself, except as specifically authorized or agreed to by the advertiser.
* In order to maintain the integrity of the data, the publisher should authorize the advertiser to seed the leads.
* In order to validate any lead filtering conducted by the advertiser as part of accepting leads from the publisher, the publisher should seed the leads.
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SOURCE CODING
* The advertiser should provide each publisher with a source code that is unique to the campaign and should be appended to each publisher's leads.
* The advertiser should provide the publisher with clear information regarding the specific source(s) that are approved for the campaign.
* A source code should only be appended to those leads that originate from the advertiser-approved sources for a given campaign (see “Brokering” section).
* Ad networks should provide a unique source code to each affiliate and track placements at the affiliate level throughout the network, if requested by the advertiser. M
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