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Hashem Almakrami

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April 30, 2010 The Long Tail of the Interactive Advertising Bureau (IAB)

Leveraging long tail theory is the expression transforming mass markets into millions of small niche markets (Anderson, n.d.). This theory first appeared in Wired in October 2004 and was such a phenomenon that Anderson went on to write a book about it. Anderson explained in his theory how our culture and economy are increasingly shifting away from a focus on a relatively small number of “hits” markets to a large number of “niches” markets.

The Interactive Advertising Bureau (IAB) is web 2.0 applications that leveraging the long tail and digital markets concept which greater success than traditional market. IAB combines a small and various niche markets for more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States (IBA, 2010).

On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising.

IBA distribution and inventory costs are low, selling less popular goods over longer periods of time. With using the internet as a distribution method for IBA has leveraged the low cost and allowed many small niche markets formats and increasing the supply. One more thing is IBA distribute its contents through podcasting, which is the process of creating an audio show of some sort available in MP3 format via an RSS 2.0 feed that supports enclosures (podcasting tools, 2010).

They have also utilized services like twitter, Facebook, YouTube and others to promote any specials and new releases to those who are following them. IAB can easily contribute from all over the word who is interested to its content and like to share the same interest.

To conclude this topic, I invite you to visit the IAB website and create your account with them. Then please let me know your opinion about the vision as Long Tail business.

References:
Anderson, C. (2004). The Long Tail.
Wikipedia, (2020) Chris Anderson (writer)
Answer.com (2007), What is traditional market and digital market?
IAB (2010) , About the IAB