Recommendation Developed by the IAB Lead Generation Committee

CHICAGO--(BUSINESS WIRE)--March 13, 2006--The Interactive Advertising
Bureau ("IAB") in conjunction with the Lead Generation Committee today
announced proposed Online Lead Generation Best Practices at the IAB
Leadership Forum: Performance Marketing Optimization event in Chicago.
The Online Lead Generation Best Practices lay the foundation for
ethical practice in lead generation, primarily focused on consumer
transparency and data integrity.


Some of the proposed best practices include:

-- All lead generation efforts need to be strictly permission-based

-- Advertisers/Publishers/Vendors must only send consumer offers or
information that strictly adheres to the information that consumers
have requested

-- Advertisers/Publishers/Vendors must provide a clear, concise privacy policy

-- Publishers/Vendors will deliver consumer data that meets the
Advertiser's criteria for a quality lead, as determined by the
Advertiser's marketing objectives

-- Publishers/Vendors may pre-populate the information fields that a
consumer has already provided

These guidelines are posted on the IAB site at
www.iab.net/standards/lead_generation.asp. for the industry
(advertising agencies, marketers, online publishers and technology
vendors) to comment on the recommendations. The comment period will
last for the thirty days. Following a review of the feedback, the
guidelines will become final.

"Direct Marketers are increasingly relying on Online Lead Generation
as an integral vehicle in their Performance Marketing campaigns." said
Greg Stuart, CEO, IAB. "We applaud the diligent efforts and foresight
of our Lead Generation committee in taking this leadership role in
answering an industry call for best practices in this fast-growing
segment of Interactive."

The IAB Lead Generation committee is seated by the following IAB
members - an asterisk (*) designates those individuals who comprised
the Lead Generation Best Practices work group:

Eric Bamberger, 360i Michael Marchese, Leapfrog Online
Thomas Bruck, Vendare Media Scott Mason, Innovation Ads
Fred Collins, Edmunds.com Michael Mayor, Aptimus, Inc.*
Marty Donner, Return Path* Matt Prohaska, Root Markets*
Stephen Dauwalter, 360i Brian Seskin, iVillage
Chelsea Fischer, Homestore.com Sharon Stearns, IDG
Jeff Friedman, Cox Newspapers Krishna Subramanian, BlueLithium
Chad Grohman, Vendare Media Lisa Thogmartin, Aptimus, Inc.
Gayle Guzzardo, Q Interactive, Adam Turinas, Organic
Co-Chair* Lauren Weinberg, Advertising.com
Virginia Hines, IDG Amanda Whiteman, Advertising.com
Avishan Hodjat, Valueclick, Inc. Jay Webster, Blue Lithium
Richard Kochman, Advertising.com Tony Winders, Valueclick, Inc.
Michael Lastoria, Innovation Ads Mark Zahar, Prospectiv, Co-Chair*
Jeff Lulenski, Knight Ridder Digital Michael Zane, CMP Media
Chris Mak, AtomShockwave


The IAB Lead Generation Committee was created in Q3 2005, responding
to the need for a group of industry leaders to address the issues
facing this emerging interactive communications channel. The creation
of these best practices marks the first initiative.

ABOUT THE IAB

Founded in 1996, the Interactive Advertising Bureau (www.iab.net)
represents over 225 leading interactive companies that actively engage
in, and support the sale of interactive advertising. IAB members are
responsible for selling over 86% of online advertising in the United
States. On behalf of its members, the IAB evaluates and recommends
standards and practices; fields interactive effectiveness research,
and educates the advertising industry about interactive advertising.