Lead quality white paper

As advertisers embrace online to deliver their campaigns, there is a temptation to use different methods of delivery to attract consumers, especially if they are accountable. This is precisely why online lead generation has been a topic of interest in the digital industry as its main focus is on customer acquisition.

Online lead generation offers an alternative method of acquiring new customers. As its adoption increases and the industry develops Online Lead Generation is moving away from being a traditional quantity based medium, as there is more focus from advertisers on quality.

With many providers and systems out there in the market it is important for advertisers to have more knowledge about best practise and what to look for when measuring quality. This white paper will go into detail about lead quality and give advertisers tips on what they need to be aware of when choosing a provider.
This is one of a series of white papers the IAB Taskforce has created in this area. For more information.