InternetNews.com - IAB to Recommend Action Against Gator.com (Aug. 20/01)
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IAB Lawyers to Recommend action against gator.com
By Christopher Saunders August 20, 2001
Lawyers for the Interactive Advertising Bureau are planning
to recommend legal action against ad software company Gator.com, internetnews.com
has learned.
Specifically, Washington, D.C.-based attorney John Kamp is concerned
about Gator's proposed ability to deliver ads on top of existing Web site inventory.
Currently, the Redwood City, Calif.-based company sells a type of pop-up ad
to companies, and can deliver the ad in response to specific user actions --
such as when they visit a competitor's Web site.
According to published reports, Gator.com now is planning to go
still further: an upcoming version will enable advertisers to purchase ads literally
on top of banners embedded into a Web site.
"At the very least, this is a dirty trick," said Kamp,
who serves as the New York-based IAB's legal counsel. "More likely, it
is stealing. The idea that ... a competitor would be able to mask and wholly
substitute their ads is just foul play."
"The question is, where should we take it, and what should
happen?" he said.
IAB chief executive Robin Webster was traveling and unavailable
for comment at press time. Spokespeople for Gator were similarly unavailable.
If the New York-based IAB, an industry group representing Internet
media sellers, opts to pursue legal action against the Redwood City, Calif.-based
firm, it could mean the start of major changes in the way online advertising
inventory is protected.
