The Internet ad industry's largest trade group, Interactive Advertising Bureau (IAB) has been restructured with 10 new directors from companies including MSN, Washingtonpost. Newsweek Interactive and SportsLine.com besides online ad industry's newcomers like search companies Google and LookSmart, joining the board.
The bright spots in the Internet ad industry, the paid search giants, have become a formidable force in IAB as besides Google and LookSmart, another search giant Overture is also present on the board. Paid search, led by the successes of Overture and Google, has been one of the few recent bright spots in the Internet advertising industry. But inspite of these developments, the IAB board is still dominated by online publishers including Weather.com, CondeNet, The Wall Street Journal Interactive, Forbes.com, and the Walt Disney Internet Group.
The IAB has done extensive research work on 'Cross-Media Optimization Study' to prove the effectiveness of addition of more interactive element to the media mix of traditional companies advertising.