Both companies will lobby the IAB for an industry standard as well as stricter compliance with UK and European data protection laws.
They are working to develop a series of sector wide guidelines for submission to the IAB. These will cover areas such as what constitutes a valid lead, the importance of an independent lead validation system and increased transparency.
Robin Caller, founder of Goallover, said: We believe that the partnership is the first major stepping stone to the establishment of an IAB 'lead generation taskforce' that will promote best practice throughout the industry.
"Lead generation is the fastest growing sector of the online advertising industry with 71% annual growth. With this set to continue, the formation of a Lead Generation Taskforce is of critical importance to the future of the industry, he said.
DLG recently launched a dedicated lead generation division. It acquired Positive Response, a specialist call-centre company in May and began a strategic alliance with digital lead generation specialist Clash-Media. It's clients include Oxfam and Hastings Direct.
Richard Webster, DLG’s marketing and communications director said: This partnership represents an incredible opportunity to set a standard across the board in what has been identified as a key growth sector for the online advertising industry. We identified Goallover as the lead generation management platform most able to work with us to offer the industry a steer in terms of lead generation best practice.
Goallover is currently launching a new platform that aims to give publishers and advertisers a 100 per cent online data protection guarantee. Lolagrove will be used by DLG and its clients as an independent audit and validation platform when brokering deals across numerous suppliers.
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