'Net Features : iab

IAB Adds Mobile Rising Stars Ad Formats

Allison Howen — Mon, 10 Jun 2013 17:45:00 GMT

To help brand marketers tell more captivating stories on the small screens of mobile devices, the Interactive Advertising Bureau (IAB) has added five Mobile Rising Stars formats into the official IAB Standard Ad Portfolio.

These new formats are released with findings from an in-market study conducted in partnership with Vibrant Media and comScore related to the “OREO Cookie vs. Creme" marketing campaign. The campaign shows that the IAB Mobile Rising Stars ad formats earn greater user interaction and deliver higher brand and message recall than standard mobile banner ads.

In fact, Mobile Rising Stars formats inspired almost twice the number of people to slide, swipe or tap than standard banners. For example, 9.3 percent of respondents interacted with the Mobile Rising Stars ad when presented with both types of ad formats on a mobile device, while only 5.2 percent interacted with the traditional banner.

Other findings reveal that a dominate 98.1 percent of consumers who interacted with a Mobile Rising Stars ad recalled the brand, and were 18 percent more likely to recall the advertised brand name than consumers who viewed a standard mobile banner ad. Plus, these consumers are also 23 percent more likely to recall the message advertised by the Rising Star format compared to those who viewed a standard mobile banner ad. In addition, 67 percent of consumers who interacted with a Mobile Rising Stars ad rated the ads better or much better than a standard mobile ad.

“Consumers interact on smartphones and tablets with a series of swipes, taps, scrolls and flips that go well beyond the basic click that we’re used to focusing on with other digital screens,” said Anne Hunter, Senior Vice President of Global Marketing Strategy, comScore. “That is why it is vital that marketers embrace mobile ad units that not only encompass those activities, but brings them to the forefront in rich canvasses that effectively deliver brand messages. This research clearly illustrates that the Mobile Rising Stars meet these criteria.”

It is important to note that the new mobile formats are created to work across all major mobile platforms, and allow mobile ad buys at the same scale as typical online display buys.

Digital Ad Revenues Hit New High

Allison Howen — Wed, 17 Apr 2013 17:50:00 GMT

Digital advertising revenues hit a new high in 2012, reaching $36.6 billion according to the newly released IAB Internet Advertising Revenue Report for the full-year of 2012.

That record-breaking number is a 15 percent increase over 2011’s full-year revenue number of $31.7 billion, which was also a record. The report reveals that mobile is continuing to gain momentum, because for the second year in a row this channel attained triple-digit growth year-over-year. In fact, mobile grew by 111 percent to 3.4 billion, which comes after 2011’s 149 percent year-over-year growth. In 2012, mobile accounted for 9 percent of total Internet ad revenue.

Other highlights show that digital video, which is a part of display-related advertising, also had a significant year-over-year increase of 29 percent in 2012 – bringing in $2.3 billion. Conversely, search revenues accounted for 46 percent of 2012’s total Internet ad revenue, up 14.5 percent and totaling $16.9 billion, while display-related ad revenues grew nearly 9 percent and totaled $12 billion.

“These record-breaking numbers represent a paradigm shift when it comes to marketers recognizing the role a multiplicity of screens plays in effectively reaching today’s consumers,” said Randall Rothenberg, president and CEO, IAB. “Mobile, in particular, soared due to its ubiquity and intrinsic ability to serve as a powerful digital dashboard that travels with you from morning commute to nighttime video viewing and beyond. The significant increase in digital video also underscores the importance of the upcoming Digital Content NewFronts and the vitality that sight, sound and motion play for both consumers and advertisers in the digital era.”

Digital Advertisers Want More Rich Media and Less Hassle

Michael Garrity — Wed, 06 Mar 2013 20:00:00 GMT

For most Internet advertisers, rich media ads represent the future of the industry, particularly when it comes to mobile advertising.

Now we have the numbers to prove it, as a recent survey by the multi-screen interactive platform provider Jivox found that rich meda advertisements are in high demand, although many ad agencies worry about the complex technical requirements of delivering them across screens.

The survey, which includes responses from 100 employees from “leading ad agencies” in a variety of job roles (from media buyers/planners to creative to account management), found that over half (51 percent) of agencies have reported an increased in client demand for dynamic rich media ads. In addition, another 20 percent said they expect that demand to rise this year.

Jivox pointed to two primary reasons for the growing demand. The first is rise of standardized ad formats, such as the Interactive Advertising Bureau’s Rising Stars ad units. The other is a steep decline in interest about static ads, which Forrester noted last October had dropped by nearly 45 percent in just two years.

However, despite their excitement and interest in rich media, these same advertising professionals (or 88 percent of them, at least) are finding the ads to be a “very stressful process.” Plus, another 42 percent said that running the ads across multiple screens was a “painful process.” 15 percent didn’t even bother to try. This is significant because the ability to run rich media ads on a variety of devices is becoming more and more important, since 69 percent of all Internet users now access the Web on mobile devices, so if these digital ads don’t render properly, it will have a significantly negative effect on impressions and overall campaign returns on investment (ROI).

“The influx of mobile devices has created new challenges and frustrations for advertisers,” said Jivox CEO Diaz Nesamoney. “These findings show that we need to move to the next generation of ad platforms that are adaptive, real-time and more efficient – only then can we alleviate some of the stress that traditional rich media causes.”

The report also found that 66 percent of respondents would recommend more rich media campaigns if production times and costs were cut to half of what they are now, and of the five percent that aren’t running rich media campaigns, half of them said it is because they’re to expensive and cumbersome. In fact, 31 percent said they “almost always” experience delays due to last minute creative changes or ad production, while 62 percent said they sometimes experience delays.

So, it would seem that widespread rich media ad adoption still isn’t here just yet, but as they become increasingly user-friendly and less expensive, as well as more easily adaptable for mobile devices, expect to see them more and more.

Updated Mobile Advertising Guidelines Available for Comment

Michael Garrity — Tue, 20 Nov 2012 06:15:00 GMT

Recently, a coalition of some of the primary trade groups in the mobile and Internet marketing industries gathered together to draft an updated version of the “Mobile Web Advertising Measurement Guidelines,” which was unveiled today for public comment.

The Mobile Marketing Association (MMA) joined together with the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center for Excellence division and the Media Rating Council (MRC) to come up with a new framework for the regulation of the measurement of Web-based mobile advertisements across an interactive mobile ecosystem.

This document mostly concerns the work of mobile marketers, wireless operators, mobile publishers and ad serving organizations, although the guidelines can also be used by people who plan or buy mobile media advertising to determine its measurement quality. For instance, the newly updated guidelines will require client-side counting of mobile Web ad impressions in order to increase the consistency with computer-based ad measurement, provide more robust and reliable impression counts and reduce other mobile discrepancies.

Also covered in this updated version are measurement definitions, ad measurement guidelines, click measurement considerations, general reporting parameters, disclosure guidance, auditing recommendations, information on improving the accuracy of ad impression tracking and the importance of the “viewable impressions” that are being established by the Making Measurement Make Sense initiative. While this currently devised version doesn’t require professionals to measure viewable impressions on the mobile Web, it does make it clear that mobile media providers should begin making considerations for viewable impressions as soon as possible.

You can review the new guidelines here. Public comment is already open and will close on December 21. To comment, simply send an email to mobile@iab.net.

Ad Viewability Metric Gaining Ground

Michael Garrity — Mon, 20 Aug 2012 16:00:00 GMT

In an effort to add another layer to its analytics, VivaKi has partnered with comScore to offer its VivaKi Nerve Center Audience on Demand users ad viewability metrics that measure how often a digital ad is actually viewed (as opposed to just served).

A “viewable” advertisement displays at least 50 percent of its pixels on a user’s screen and remains there for at least one second.

This new metric will allow VivaKi Nerve Venter customers to pre-optimize their campaigns using insights about which of their ads are most viewable to end users, and thus performing better. However, advertisers will need to opt-in to use the new measurement.

In January, comScore reported that nearly 31 percent of online ads that were purchased by the 12 major brands it studied were not viewable. Just last week, the Media Rating Council accredited comScore’s Campaign Essentials metrics, which include exciting new metrics like brand safety, engagement, in-country geographic delivery and removal of non-human traffic, in addition to viewability.

Measuring viewability over simply impressions is a testament to the progress that has been made in ad analytics. In fact, last year, the Interactive Advertising Bureau (IAB) said that it wanted the ad marketplace to begin moving towards viewability as the standard metric for studying ad impressions. Another industry coalition wants to get it recognized as the standard by the beginning of 2013.

Insights into the World of Mobile

Allison Howen — Tue, 24 Jul 2012 13:30:00 GMT

Although 2012 has been dubbed the year of mobile, this new channel still holds many mysteries for Web workers.

From uncertainties about content consumption to inquiries about the success of advertisements – the fairly new world of mobile has many Web professionals revisiting their business strategies.

This is why new insights from the Interactive Advertising Bureau’s (IAB) Mobile Marketing Center of Excellence report are particularly valuable, including information about the way people consume content and interact with advertisements.

Let's take a closer look into the world of mobile...

Ad Engagement

According to the report, tablet users are the most-likely to engage with mobile advertisements – with 47 percent of users claiming that they engage with ads more than once a week on their tablet devices. Conversely, only 25 percent of smartphone users claim to interact with ads on their devices at the same frequency.

However, the report also shows that mobile device users are very likely to take action once they have engaged with an ad, such as investigate a product or visit a local business. According to the report, 80 percent of the surveyed smartphone users report that they have taken action after an ad interaction, while 89 percent of tablet users also claim to have taken action after interacting with an ad.

Additionally, nearly one-third of mobile device owners (30% smartphone users, 32% tablet users) say that they are likely to respond to ads that relate to their current location. But, it is important to note, that “current location” often refers to home rather than somewhere on the go. In fact, 48 percent of smartphone users and 59 percent of tablet users say that they regularly conduct local searches on their mobile devices while at home in front of the television set.

“Both tablet and smartphone users show an impressive interest in mobile advertising,” says Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “The key for marketers is looking at how consumers use these devices in different ways, and tailoring brand messages and strategies accordingly.”

Consuming Content

The report also shows that smartphones are critical to everyday life for many consumers, with 70 percent of respondents saying that they “never leave home without it.” However the same is not true with tablets. According to the report, 70 percent of respondents claim that their tablets serve as entertainment and media hubs. As for those who have both types of devices, 60 percent of respondents prefer smartphones to look up information on-the-go, while more than 60 percent would prefer to consume traditional media on a tablet device.

Time of day also has a direct impact on how consumers use their mobile devices. For example, the three most impactful media moments of the day for smartphone users are the early morning, midday and primetime evening. According to the report, almost 20 percent of smartphone users leverage their device to access social media in the morning, while 28 percent use free time in the middle of the day to access media and 23 percent of consumers use their device to access social media during primetime TV viewing hours.

Although it is harder to generalize the impact of time of day for tablet users, waking up stood out as a key social media time – with 28 percent of tablet users engaging with social media on their devices first thing in the morning.

Check out IAB's time of day charts below:

Online Ad Revenues Up More Than $1 Billion

Linc Wonham — Mon, 11 Jun 2012 15:30:00 GMT

Internet advertising revenues for the first quarter of 2012 set a new record for the reporting period at $8.4 billion, according to the latest IAB Internet Advertising Report.

It is the highest first-quarter revenue ever measured by the IAB and a $1.1 billion – or 15 percent – increase over the $7.3 billion figure reported in the first quarter 2011.

“More online consumers than ever are taking to the Internet to inform and navigate their daily lives – by desktop, tablet or smartphone,” says Randall Rothenberg, president and CEO of the Interactive Advertising Bureau. “Marketers and agencies are clearly – and wisely – investing dollars to reach digitally connected consumers.”

The report includes data concerning online advertising revenues from Web sites, commercial online services, free email providers, and all other companies selling digital advertising. It is issued twice yearly for full- and half-year data, and topline quarterly estimates are issued for the first and third quarters.

Past reports are available here.

Tremor Video Certified for Ad Buyer Transparency

Linc Wonham — Tue, 03 Apr 2012 15:00:00 GMT

Online video technology company Tremor Video has been certified under the Interactive Advertising Bureau’s (IAB) Networks & Exchanges Quality Assurance Guidelines (QAG) for video and mobile advertising.

The IAB’s guidelines create common terminology and standards, allowing for advertisers and agencies to evaluate campaign value with greater control and consistency.

Launched in April 2011 for online display advertising, the revised QAG for digital video and mobile Web and in-application media went into effect on April 1, 2012. Tremor Video was a member of the working group that developed the IAB framework for video.

In October 2011, Tremor Video became the first company to serve the AdChoices consumer privacy notification icon within the video player. The company is currently working on video classification standards as part of the IAB’s Making Measurement Make Sense initiative.

“We salute Tremor Video for adopting the IAB Quality Assurance Guidelines, especially at a time when the digital video sector gathers increasing momentum and brand marketers find it vitally important to count on a set of consistent standards when they make a video ad buy,” says Randall Rothenberg, President and CEO, IAB. “This show of support by such an industry leader and influencer as Tremor Video will encourage others to apply for certification as well as to take part in this critical initiative for the entire ecosystem.”

Tremor Video provides in-stream video advertising solutions to Fortune 1000 brand advertisers and top-tier publishers. The company leverages its award-winning decisioning engine, innovative video ad formats and publisher technology to deliver the campaign results and scale advertisers should expect from digital video.

New Standard Ad Unit Portfolio from IAB

Pete Prestipino — Mon, 27 Feb 2012 16:30:00 GMT

Say goodbye to that old 468x60 banner ad. The Interactive Advertising Bureau (IAB) has officially released a new Standard Ad Unit Portfolio which includes a range of formats including the IAB Rising Stars Display ad units and six new interactive ad units. The entire lineup of standard ad units can be accessed here.

In order to measure the new unit’s ability to "deliver at scale", the IAB partnered with IPG Media Lab to conduct research that looked at attentiveness, emotive response and brand lift. The research findings reveal that consumers interact significantly more with Rising Stars ad formats than with incumbent standard ad units (such as the leaderboard and medium rectangle).

In fact, users were 2.5 times more likely to interact with a Rising Stars ad unit than a standard ad unit, spent twice as much time interacting with the ad and took less time to react to the ad (two times quicker than with standard ads). Along with increased interaction, eye-tracking showed that users viewed ads longer (31 percent more) with Rising Stars units versus standard formats.

“The new IAB portfolio allows creatives to tell bigger, bolder brand stories,” says Randall Rothenberg, president and CEO of the IAB. “The new units offer more space, greater functionality, and a broader range of user experiences—providing a collection of next-generation interactive canvases designed to leverage the rich, immersive benefits of digital.”

Targeting the Affluent Through Digital Advertising

Michael Garrity — Tue, 02 Aug 2011 17:40:00 GMT

Advertisers have long been puzzled by how to get rich people to respond to their work. Traditionally, the wealthiest American consumers, which usually means those who live in homes that bring in at least $100,000 in annual incomes, are the hardest group for marketers to reach through media like television or radio, but a recent study released by the Interactive Advertising Bureau (IAB) shows that these consumers are flocking to embrace digital media, and the ads that come with it.

Attracting affluent consumers through online advertising is critical for two reasons. According to the survey, affluents currently comprise 21 percent of US households, but own 70 percent of all consumer wealth and spend 3.2 times more than other Americans on their purchases.

In addition, they are also far more technologically savvy than their counterparts. Currently, 98 percent of affluent customers use the Internet, while only 79 percent of the general population is online. Comparatively, affluents spend 26.2 hours on the Web, and only 17.6 watching television and just 7.5 listening to the radio. The general population, however, spend 34 hours watching television and 16 listening to the radio, while spending just 21.7 hours on the Internet. Affluent consumers are also twice as likely to own smartphones and nearly 80 percent of affluent Americans polled said that they have become "intertwined with technology" over the past decade.

"Affluents have long been one of the hardest to reach and most important consumer groups," said Sherrill Mane, Senior Vice President of Industry Services, IAB. "They're now more important than ever - not only do they control most consumer spending power, but they may be the key to leading our economy out of the recession. And the new research shows that when it comes to digital media, the old paradigm has been superseded: the wealthiest Americans use digital media far more than their less affluent counterparts.”

The study in question, which was conducted for the IAB by Ipsos Medelsohn, who have been surveying the affluent market since 1977, found that not only does this affluent target group use the Internet more, but they are also more likely to recall ads that they see. They also tend to be more award of advertised brands, products, and services. In the survey, 88 percent of affluent customers recalled being exposed to at least one digital advertisement in the previous week, compared to just 84 percent of non-affluent users. Moreover, affluents could remember 21.1 ads on average, whereas non-affluents only recalled 20.2.

IAB also reported that affluent consumers were more likely to be aware of new products, companies, and websites after seeing digital ads for them.

Perhaps most importantly for advertisers, however, is that 59 percent of affluents in the study said that they took action based on a digital ad that they had seen over the past six months.

"While that number doesn't differ significantly from other Internet users, it is of great significance to advertisers seeking to reach this elusive, yet important, market segment," said Mane. "The combined reach, exposure and influence of digital as an ad vehicle to affluent households is simply unprecedented."

Affluents were also reported as being more likely than non-affluents to share information about themselves in order to "get a more customized online experience." What they really want, according to the study, is a customized experience that contains ads relevant to their current shopping interests, no matter where they are scouring the Internet.

“Affluent consumers have increasingly come to desire relevant and customized experiences, in part because they are living technology-infused lifestyles,” said Bob Shullman, President of Ipsos Mendelsohn. “Virtually all the affluent are online. Their ownership of tablets and e-readers has increased by 50 percent over the past six months, and shows every indication of continued growth. They have come to expect the benefits of digital media, even if it doesn’t alleviate all work-life pressures.”

Armed with this new information, advertisers and businesses can now try to find new ways into the pocketbooks of America's most wealthy.

IAB to Hold Mobile Advertising Contest

Linc Wonham — Tue, 19 Jul 2011 22:00:00 GMT

The Interactive Advertising Bureau (IAB) has launched a formal call-for-entries to its new Rising Stars Mobile contest.

Announced at the IAB’s Mobile in the Mainstream…and as the New Main Screen conference in New York City, the competition encourages agencies, marketers and publishers to effectively delve deeper into the mobile arena. The winning submissions – which will be named the first-ever IAB-endorsed mobile ad formats – will be selected based on their potential to propel brand creativity on mobile devices at scale.

The contest is part of the IAB’s larger Rising Stars initiative aimed at broadening the creative canvas across the interactive advertising spectrum. It kicked off in September 2010 with the launch of the Rising Stars Display competition. After a months-long review phase, the IAB announced the six winners in February 2011.

By June, 36 top-tier advertisers – including GM, Home Depot, Kraft, Procter & Gamble, Unilever and Universal Pictures – had already implemented one or more of the six new display ad formats to tell their brand stories.

A cross-disciplinary panel of judges that will include agency creative directors, media executives and ad operations specialists will lead the IAB Rising Stars Mobile selection process. The mobile ad unit submissions will be evaluated on the following criteria:

• User Experience - How well does the ad format positively impact the user experience?

• Branding - How well does the ad format provide a canvas for brand creativity?

• Functionality - How does the ad format take advantage of mobile user behaviors and technologies?

• Page Integration - How does the ad format enhance the relationship between the ad and the mobile publisher content?

• Adoption - How easily could the ad format be widely adopted across the mobile ecosystem?

Submissions for the new mobile ad units will be accepted until October 15, and the selection process will span the remainder of 2011. In 2012, a set of Rising Stars Mobile ad units will be chosen and subsequently evaluated in-market based upon consumer and business adoption, with new IAB-endorsed mobile ad units named by the end of the year.

To submit prospective mobile ad units and to learn more about the criteria, please go to: http://www.iab.net/risingstarsmobile

To find out more about the Mobile Marketing Center of Excellence, please go to: http://www.iab.net/mmcoe

Online Ad Revenues Jump 23 Percent

Linc Wonham — Thu, 26 May 2011 16:30:00 GMT

Online advertising revenues in the U.S. hit $7.3 billion for the first quarter of 2011, representing a 23-percent increase over the same period in 2010, according to figures released by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers.

This marks the highest first-quarter revenue level ever for the industry and a significant increase over last year’s first-quarter revenue level, which had been the highest on record to date.

“The consistent and considerable year-over-year growth we’re seeing demonstrates that digital media is an increasingly popular destination for ad dollars, and for good reason,” said Randall Rothenberg, President and CEO of the IAB. “As Americans spend more time online for information and entertainment purposes, digital advertising and marketing has emerged as one of the most effective tools businesses have to attract and retain customers.”

Search made up for 46 percent of the ad revenues, followed by display advertising with 24 percent. Sponshorships (3 percent of the share) have grown 88 percent since 2009, and classifieds (10 percent) are up 15 percent.

Specific Media Receives QAG Certification from IAB

Pete Prestipino — Tue, 12 Apr 2011 19:15:00 GMT

Specific Media announced today its certification through the Interactive Advertising Bureau's (IAB) new Ad Network & Exchange Quality Assurance Certification program. Specific Media is one of the first companies to meet the training, audit, and compliance requirements for the program.

The QAG aims to enhance advertisers’ control over the placement and context of their ads and offers transparency to the marketplace by standardizing the information provided to advertisers. QAG is the only industry-endorsed certification program that exists today.

“We’ve always been committed to maintaining trustworthy and transparent relationships with brands,” said Ron Nielsen, senior vice president of media operations for Specific Media. “Advertisers deserve to understand how and where their messages reach consumers. Our participation in the IAB’s Quality Assurance Certification program is further validation of our adherence to accepted industry standards, and our intention to give advertisers the best possible environment for connecting with customers.”

IAB Launches New Quality Assurance Program

Linc Wonham — Tue, 05 Apr 2011 17:00:00 GMT

The Interactive Advertising Bureau (IAB) has announced the debut of the Ad Network & Exchange Quality Assurance Certification program. Designed to be a compliance mechanism and the first-ever industry-endorsed certification, the program aims to enhance buyer control over ad placement and context.

Only companies that undergo rigorous training, conduct an intensive internal audit and assign a compliance officer to ensure they maintain the IAB’s Quality Assurance Guidelines (QAG) will receive the compliance seal. The seal can be placed on a company’s website and marketing materials and certifies that the business is adhering fully to the criteria as outlined in June 2010 by the QAG.

The IAB also announced the first 17 ad networks & exchanges that have completed the training and received the seal. They include 24/7 Real Media; Adap.tv; Adconion; AOL/Advertising.com; AudienceScience; BrightRoll; Burst Media; Casale Media; CONTEXTWEB; CPX Interactive; Google; Specific Media; SpotXchange; TubeMogul; ValueClick Media, YuMe and Traffic Marketplace.

“IAB congratulates this first wave of companies and looks forward to announcing additional compliant companies in 2011,” says Randall Rothenberg, President and CEO of the IAB. “The Ad Network & Exchange Certification Program is the next step of the Quality Assurance Guidelines and gives marketers an extra level of comfort that companies carrying the IAB seal are brand-safe and deliver what they promise. Buyers who want to ensure they are getting the highest level of quality assurance can now look for the IAB compliance seal and know they are dealing with an ad network or exchange that has made a commitment to transparency, accountability and trust in advertising.”

Seven other IAB member companies are currently enrolled in the Ad Network & Exchange Certification Program, and along with those that have received their seals, they represent more than two-thirds of the top 25 ad networks ranked by comScore based on site traffic or audience.

The IAB is allowing buyers to file complaints via the IAB website about compliant companies that might be falling short of their commitment to maintain the highest industry-established standards of quality. The IAB will then investigate with an independent third party under the direction of a Steering Committee of IAB member ad networks and exchanges, which can result in revocation of the seal.

The guidelines and contact information for the compliant companies can be found here.

IAB Code of Conduct

Pete Prestipino — Mon, 28 Feb 2011 23:45:00 GMT

The Interactive Advertising Bureau’s Board of Directors have agreed to adopt best practices and guidelines (a Code of Conduct) to which IAB members must agree to and adhere to in order to maintain membership in that organization.

The IAB's Code of Conduct focuses on 1) educating individuals about behavioral advertising, 2) providing "clear, meaningful, and prominent notice that describes data collection and use practices, 3) provide consumers with the ability to "exercise choice with respect to the collection and use of data for online behavioral advertising purposes, and 4) data security. The entire IAB Code of Conduct can be reviewed here (PDF).

“The IAB believes an industry as young, dynamic and vibrant as this one, an economic engine of the U.S., responsible for so much employment and innovation, needs to be responsible and that self-regulation is in the best interest of our members,” says Mike Zaneis, Senior Vice President, Public Policy & General Counsel. “We are pleased that our members have embraced this groundbreaking commitment.”

Current IAB members will have six months to become compliant with the Code and new members will need to come into compliance within three months of joining the IAB. The Council of Better Business Bureaus (CBBB) will handle monitoring and enforcement and will work pro-actively with the IAB to help member companies come into compliance in the event of a complaint.