A taskforce including a number of internet marketing‘s key players has been formed by the Interactive Advertising Bureau (IAB) to solve some of the important issues currently facing the industry.
Experts in the field will deal with the topics of data ownership and media contracts between buyers and sellers of interactive ads – two of the biggest issues the market needs to solve, according to the IAB.
The taskforce includes representatives from search engine Google and news group CNN.com, as well as other well-established brands.
Randall Rothenberg, president and chief executive officer of the IAB, said: "We recognise that our members have truly revolutionised marketing with their products and services, and they are the ones who will be most adept at driving the change needed for resolution."
The IAB, which is currently meeting for day four of its Annual Meeting – Ecosystem 2, hopes the group can create a model contract that will be beneficial to publishers, agencies and marketers, and boost relationships between all three parties.