An anatomy of the IAB.

The Internet Advertising Bureau has rapidly earned itself a position of influence within new media -- but what exactly is it, how does it work, and who does it represent?

The Internet Advertising Bureau exists exclusively to maximise the use and effectiveness of advertising on the internet. It brings together members of the online advertising community to foster the growth of the industry, giving representation and a collective voice to companies engaged in selling advertising on the web.

There are 45 general members of the IAB which, between them, own more than 200 web sites. These sites account for an estimated 85 percent of the revenue from UK internet advertising. Put another way, the members are, in essence, the major media owners in the market.

As well as promoting the value of the medium to advertisers and advertising agencies, the IAB gives its members a forum in which they are able to evaluate and shape the direction the industry is taking. In part, the IAB is an educational resource through which members can further their professional development. Looking forward, the intention is to increase the special discounts offered to members on conferences and services.

There are also tangible business advantages. For example, member companies are given access to research commissioned by the IAB in advance of it being released to a wider audience. This and other forms of knowledge-sharing help to clarify trends in the online advertising market.

The Bureau's general secretary Charlie Dobres comments: …