So far, the IAB has dropped part one of the guidelines, which are designed to help the marketing industry provide more transparency to consumers around ‘native’ advertising.

“The guidelines provide advertisers, publishers, agencies and advertising technology companies with clear and practical steps to make it easier for consumers to spot native advertising – digital ad formats designed to look and feel like editorial content,” the IAB UK said in a news release.

Supported by ISBA, the Association for Online Publishers (AOP) and the Content Marketing Association (CMA), the guidelines meet the UK advertising industry’s CAP code, which is enforced by the Advertising Standards Authority (ASA).

Although the guidelines are quite comprehensive, two of the key guidelines for native advertising formats are:

1. Provide consumers with prominently visible visual cues enabling them to immediately understand they are engaging with marketing content compiled by a third party in a native ad format which isn’t editorially independent (e.g. brand logos or design, such as fonts or shading, clearly differentiating it from surrounding editorial content)
2. It must be labeled using wording that demonstrates a commercial arrangement is in place (e.g. ‘paid promotion’ or ‘brought to you by’).

To review the guidelines in full, download the document from the IAB here.

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Close to half of all smartphone owners admit to feeling concerned about their privacy when accessing the mobile web.

The study found that phone users are most concerned about companies accessing personal text messages and financial information, but less worried about data privacy for advertising purposes.

Alex Scott, the public policy manager of the IAB, is quoted by the U.K.’s CampaignLive publication that “when it comes to mobile devices, privacy means a lot of different things in different contexts to people.”

“From this research,” Scott explains, “we also know that consumers are taking measures to address these specific privacy concerns themselves. However, the study also shows consumers crave clarity on data collection and what it’s used for. We have a collective responsibility to give consumers more control; as such we’re working to address transparency and control for mobile advertising privacy, to give consumers a consistent experience across devices.”

The post Half of All Mobile Users Worried About Privacy appeared first on Mobile Marketing Watch.

Revenues touched a “landmark” $20.1 billion level during the first six months of 2013. The information was published Wednesday in the IAB’s Internet Advertising Revenue Report.

In the big picture, this revenue spike represents an 18 percent increase over last year’s first-half ad revenues of $17 billion.

Additionally, the IAB report shows that mobile revenues soared to $3 billion in the first half of 2013, representing triple-digit growth at 145 percent, from $1.2 billion in the same period last year.

Digital video, a component of display-related advertising, was another hot commodity, taking in $1.3 billion in revenue during the first six months of 2013, an uptick of 24 percent over the first half of 2012 at $1.1 billion

Not surprisingly, search revenues in the first half of 2013 were also up, totaling $8.7 billion (an increase of 7 percent from $8.1 billion in the first half of 2012).

“Digital has steadily increased its ability to captivate consumers and then capture the marketing dollars that follow,” says Randall Rothenberg, President and CEO of IAB. “Mobile advertising’s breakneck growth is evidence that marketers are recognizing the tremendous power of smaller screens. Digital video is also on a positive trajectory, delivering avid viewership and strong brand-building opportunities.”

The post IAB: Mobile Advertising Makes History in 2013 appeared first on Mobile Marketing Watch.

In 2012, mobile advertising spend tripled in the U.K., touching previously unheard of new heights in this fast-growing channel.

Fueled by the ubiquity of smartphones and tablets UK mobile advertising grew a “staggering 148% year-on-year in 2012,” reports the U.K. Guardian today.

Based on data made available by the IAB, growth accelerated most dramatically in the second half of the year.

Mobile display and video advertising grew 121% last year, while mobile search spiked by 164%. Mobile search now accounts for 69% of total mobile ad spend, today’s report reads.

“There is simply so much buzz around mobile,” explains Tim Elkington, director of research and strategy at the Internet Advertising Bureau. “Marketers are becoming more attune to the ‘always on’ nature of consumers who expect to engage with content wherever they are.”

It’s been a remarkable period of growth for mobile advertising in the U.K. In 2009, for example, mobile accounted for just 1% of the total UK digital advertising market.

The post IAB Says UK Mobile Advertising Reaches Record Levels appeared first on Mobile Marketing Watch.

The appointment of Palmieri is also significant in that he becomes the first mobile ad executive to serve on the board.

Millennial Media, a leading independent mobile advertising and data platform, says Palmieri will be an executive voice for the challenges and opportunities in the mobile app economy for the IAB.

“Mobile has taken a prominent place in the digital media business, and it is essential that we align our focus with other digital media companies to drive the growth of this evolving space,” says Palmieri. “Millennial Media is known as a leader throughout the mobile advertising ecosystem, and as a member of the IAB Board, I look forward to helping mobile grow as a key focus area within the organization.”

At present, the IAB Board currently consists of approximately 40 senior executives from the largest media companies in the world, including Amazon, CBS Interactive, Disney Interactive, Electronic Arts, Facebook, Hearst, Meredith, MTV, and Univision.

The addition of Palmieri underscores the IAB’s recognition that the mobile ad industry requires a voice at the most senior levels of the media and advertising industries.

“Paul’s expertise and insights will prove invaluable to the IAB Board of Directors as we take digital advertising and marketing to the next level,” said Randall Rothenberg, President and CEO of IAB. “With smartphones and tablets having become an integral part of the landscape, his experience and deep knowledge of the mobile marketplace is a great benefit to our mission and members.”

The post Millennial Media Chief Named to IAB Board of Directors appeared first on Mobile Marketing Watch.