The announcement follows in the wake of the appointment of former ITV chief executive Richard Eyre as the organisation's chairman earlier this month (March 2003).
The Guardian is expected to take the lead on developing standards for online advertising - drawing on expertise from press. Its team will also develop best practice for integrating marketing campaigns across multiple media channels.
Simon Waldman, director of digital publishing, Guardian Newspapers, said: “As the owners of the UK's most popular newspaper web site, we have long believed in the value of new media - both to us as publishers and to our advertisers.
"But, in order for the online advertising market to grow, there is still work to be done to continue to prove the medium's effectiveness and to make it as easy to plan, buy and use as traditional media.
"We believe the IAB leadership council is an ideal forum to make this happen."
The primary goal of the five-year-old IAB UK is to increase the internet advertising market through research, educational events and lobbying. It aims to double the amount of online advertising by autumn 2004.
Danny Meadows-Klue, IAB chief executive, said: “This is a landmark decision as the Guardian has been an innovator in digital publishing since it launched digital editions in the mid nineties. This is a tangible signal that traditional media is taking online seriously, putting its weight behind the industry, and committing to doubling share of all media spend.”
The Guardian will present showcase materials at IAB Digital Marketing Seminars next month. Guest places for journalists are available from the IAB secretariat (email secretariat@IABuk.net).
Sources:
http://www.iabuk.net/index.php?
http://www.brandrepublic.com/digitalbulletin/news_story.cfm?articleID=174436&Origin=DB19032003
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