After his keynote speech at the IAB’s Annual Leadership Meeting last week, IAB Chairman Dave Moore took the time to speak with CPX COO & President, Rob Rasko. Moore talked about the event, his first as chairman, and the great opportunity to network, exchange ideas, compare problems and seek solutions together. He discussed the issue of self-regulation and the importance of educating legislators about how the Internet works, stressing that, especially in an economy that is still recovering, the last thing the industry needs is legislation that hurts business.
In addition to serving as Chairman for the IAB, Moore is also Chairman and Founder of 24/7 Real Media. When asked how 24/7 plans to affect the market in 2010, Moore referred back to a prediction he made in his keynote: that demand side platforms would become a service to every major agency. He discussed 24/7’s position as the inventors of the first demand side platform, known as B3, before the term was even coined, and the growth that platform has already experienced. This year, they plan on continuing to play a major role in driving the WPP digital strategy.
Rasko asked Moore to weigh in on the importance of service versus technology, and he explained that the two are intertwined: technology drives the effectiveness of a product. He also talked about integrating technologies and making them available on a seamless basis with the goal of being able to target as well, if not better, than anybody else in the industry. Moore believes that this integration and seamlessness would also be extremely helpful in dealing with different types of ad formats. In terms of more intrusive ad formats, which continue to become more prevalent, Moore feels that consumers will become comfortable with them over time. He likens their initial dislike to the first time radio and television programs were interrupted by advertisements, and stresses that although it will be an adjustment, consumers will learn that they have to accept it if they want to continue to get content as inexpensively as they have been getting it in the past.
Touching on a couple of the things IAB President, Randall Rothenberg, talked about in his interview with Rasko, Moore discusses the Networks and Exchanges Committee and the issue of free versus premium content. He explains that the major objective of committee’s recently established guidelines is to give advertisers additional comfort and insurance that their ad is going to be run in the right type of environment for their product. When it comes to pay walls, Moore supports premium content, and believes that providers need to find other ways to generate revenue outside of advertising. Destination sites, he says, need to figure out new and different ways to syndicate their content so they can reach greater audiences.
Overall, Moore is looking forward to the future. He calls this the beginning of the ‘Golden Age of Internet Advertising,’ and is very excited to be a part of it.
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