IAB Lead Quality Best Practices

Recommended Online Lead Quality Accountability Best Practices for Advertisers and Publishers from the Interactive Advertising Bureau (IAB). Available for free download in pdf format.

An overview, from the website:

Lead quality is a core evaluation standard for advertisers, agencies and publishers. For advertisers, lead quality has a direct impact on return on investment for marketing and on operational efficiency for sales. Buying large volumes of low quality leads means that advertisers are spending a significant portion of their advertising budget on leads that have little chance of converting into customers. Moreover, the time and effort the advertiser’s sales force spends on trying to convert these low quality leads is time and effort taken away from focusing on the high quality leads, meaning that some leads with a high probability to convert are not receiving the prompt attention required to convert them into customers right away.

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