Online Lead Generation:
B2C and B2B Best Practices for U.S.-based
Advertisers and Publishers
Released February 7, 2008
www.iab.net/lead_generation
Developed and endorsed by the IAB Lead Generation Committee
Online Lead Generation: B2C and B2B Best Practices for U.S.-based Advertisers and Publishers
Executive Summary
These Online Lead Generation B2C and B2B Best Practices for U.S.-based Advertisers and
Publishers are intended to provide organizations with generally accepted principles of conduct.
They were developed with input from a broad cross-section of the lead generation industry,
including publishers and agencies, and are expected to be revised as market demands change.
These best practices reflect the IAB’s commitment to high ethics and corporate responsibility
throughout the interactive industry and they provide a common platform for the industry to
continue its robust growth, while maintaining trust with consumers and partners.
This document is split into two main categories of best practices:
Business-to-Consumer Best Practices, covering the relationship between
publishers/agencies/advertisers and the consumer, regarding current regulatory
environment, consumer disclosures, privacy policies, and data usage
Business-to-Business Best Practices, covering the relationship between publishers
and agencies/advertisers regarding data ownership, incentives, and lead origin
Overall, several themes persist throughout both sections of the document:
Complete, accessible, and straightforward disclosure of all parties’ intent regarding data
collection and usage is essential
Data should not be brokered or sold without consent (or notice and choice) of all parties
involved, including the consumer and the advertiser
Both the consumer and the advertiser should be made aware, through clear notices, of all
parties involved in data collection and sharing.
All parties should be educated and aware of current regulations re