The Interactive Advertising Bureau Monday proposed a set of best practice standards for online lead generation. The standards include the requirements that all lead generation efforts be
permission-based; advertisers, publishers and vendors should only send information that consumers have requested; advertisers have a clear privacy policy; and that publishers and vendors only deliver
data that meet advertisers' criteria for a "quality" lead. The Online Lead Generation Association, a 4-month-old group, responded to the proposal with a statement indicating that it intended to
develop more specific standards. "It is one of our goals at OLGA to provide more specific and informative guidelines than those proposed by the IAB," said the group's chairman, Dan Felter, in a
statement. Felter added that his organization welcomed the IAB's draft guidelines "as a step forward."
