Maybe even getting ready for the next Gold rush. Glassberg explained that the newly formed WAA will have its own board of directors and bylaws and be open to IAB members and nonmembers. The IAB Wireless Task Force s mission is to foster the rapid growth of the wireless interactive advertising industry by establishing industry guidelines. An audience member was quick to point out that the marketplace will dictate the advertising model. Another person asked how the task force members propose to mark the data stream for who gets billed.
Consumers pay for services on most wireless devices now.
And even advertisers know consumers WON T pay for ad time. Ad serving, content negotiations, measurement streams, content targeting, IP or WAP, or other new standards yet to be approved by the FCC are all hurdles now. Eason and Glassberg guided the attendees into wireless interest areas for further discussion that afternoon. So in five corners in a hotel room in New York City, using 20 th century marker pens and easel paper pads, we set out to write down recommendations for 21 st century communications. Newbies to wireless had opinions, but other members with trials in progress had facts.