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. Few had figures.
Measurement is one of the biggest challenges.
Bandwidth, localization, terminology were concerns. The groups joined back together for a reporting session and even more issues were broached, like what the value to the consumer of the data is. Later in a press release, Rich LeFurgy, chairman of the IAB said, The wireless platform is at the stage in its development that the Internet was when IAB was formed in 1996. He added, Our efforts now will go a long way towards speeding the learning curve for wireless advertising and applications. The IAB includes more than 300 active international member companies including agencies, research firms, technology suppliers and publishers.