Also joining the pan-European trade organisation for interactive media business are Atlas, providers of digital marketing technology and expertise, and sister company Drive Performance Media, a global advertising network. Premium Publishers Online, the pan-European publisher network, will also take up EIAA membership as of January 2008.
The EIAA promotes the marketing and selling of interactive advertising opportunities in Europe and the value of online advertising as a medium. The focus of the EIAA is in two main areas - undertaking pan-European media research projects on media consumption and advertising efficiency and in standardising key areas of the interactive advertising business.
Alison Fennah, executive director at the EIAA, said: “The EIAA forecasts that the European interactive advertising market is going to grow to over 20 per cent of total ad spend by 2012. We are expanding to incorporate key industry players – by bringing solution providers and advertising networks together with the major media owners, we are a becoming an even stronger forum of industry minds to encourage this growth and drive the strategy for digital advertising.”
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