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4A's, IAB Issue Updated Terms and Conditions

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NEW YORK -- The American Association of Advertising Agencies and the Interactive Advertising Bureau Monday issued a second version of voluntary terms and conditions for Internet advertising.

Like its predecessor, released in March 2001, the new document is a collaborative effort by agencies and publishers designed to address key issues facing today's Internet advertising industry, improve efficiency and increase profitability for all parties involved in buying and selling advertising on the Web.

The updated version covers two key elements not addressed in the original. The first relates to third-party, ad-serving parameters, while the second addresses liability limitations.

The new document is posted on both organizations' Web sites, http://www.iab.net and http://www.aaaa.org .

The most notable modifications relate to notification, reporting and billing procedures; make-good definitions; publisher rejection of ad materials; and indemnification.