The IAB has established standard for safely transferring leads generated by online marketing efforts. According to their press release, there are two important issues covered by the best practices document:
- Security – All lead generation data should be transferred and received in an encrypted format
- Common Format and Setup – All lead generation data should be transferred in a common format via common, secure internet technologies.
The document was developed to educate advertisers who purchase lead generation services as well as companies providing these services...According to the IAB/PwC 2006 Full Year Internet Advertising Revenue Report, lead generation revenue accounted for $1.3 billion of the 2006 total advertising revenues of $16.9 billion, up from $753 million for 2005.
MediaPost article on the IAB's effort here.